Apple announced that they're going to announce an upgrade to a mature product that is probably exactly what we think it is. 

Yet reporters will travel from all over to sit in a dark auditorium and oooh and ahhh and even shriek and scream as if it were Steve pulling the Mac out of its bag in 1984. 

They will all file the same story, and none will have insights that others don't have. Some will think it's great, others will say Apple can't innovate. 

The stock price won't budge.