This week’s Apple event was typical for Apple in that it was big on hyperbole, but it was also atypical in that there wasn’t much big news. And that made for an interesting infomercial in which what Apple didn’t say mattered more, in many ways, than what it did say.

I don’t write that to be critical of the products that Apple announced: Each is, as I wrote yesterday, an evolutionary update* to an existing and mature product, and there’s nothing wrong with that. The only issue I have is with Apple itself: It’s so over the top when it promotes the relative improvements in everything it releases that yesterday’s event came off as even less credible than usual. Yeah, we get it, Tim, the best iPhones you’ve ever made. Obviously.