Apple's Big Show Today -- No Surprises, No "One More Thing," and No iWatch or iTV ...

I just finished "watching" Apple's and Tim Cook's big show today -- live, via TechCrunch.  Here's my verdict:

-- NO surprises (most of the "headlines" had already been leaked and anticipated) (well, check that, I am surprised that the long-rumored iWatch was not unveiled today in time for the upcoming holiday season);
-- NO "one more thing ..." (i.e., Jobs' famous line in which he would give the "big reveal" ... none here);
-- Many of the "big" features/headliners are difficult to demo.  So, while important, they don't make for a "sexy" demo.

BOTTOM LINE -- many analysts and Apple followers will be disappointed -- especially because Cook announced no new product category.

Here were the headlines (again, virtually all anticipated) --
(1) new iOS7 available September 18;
(2) new free productivity apps like iWork;
(3) two new iPhones -- (i) the iPhone 5C that comes in multiple bright colors and is priced at $99 (16GB) and $199 (32GB) with a 2 year contract, and (ii) the iPhone 5S that comes in gold, silver and "space grey" and is priced at $199 (16GB), $299 (32GB) and $399 (64GB) with a 2 year contract;
(4) longer battery life, new high performance chipsets (including a new motion processor that enables "a new generation of health and fitness apps");
(5) better cameras in both -- higher quality pictures (and cool new slow-mo feature); and
(6) Touch ID -- the Wall Street Journal leaked fingerprint security feature that renders 4-digit passcodes obsolete.

Cook ended the overall Apple circus with an homage to the power of music and its central foundational role in whatever Apple does.  And, he underscored that by featuring Elvis Costello live on stage.