Yeah, honestly, smartphones are a very mature category now. Only so much you can do with them. Same with laptops and desktops. Plenty of improvements to be made, but those yearly wow factors are just not coming back.

Cheap and generous flash storage would make me wow and come back immediately and forget all sins. Somehow they never dangle that though. Blame iCloud drive subscription for perverting incentives I guess. Headphone jack coming back would have me camping outside the store for midnight release.