Apple’s secret strategy: Underpromise and overdeliver

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iPhone 7 colors
Why the critics are wrong who think Apple's lost its touch.
Photo: Apple

Apple’s always been the company that promised us the world. Steve Jobs’ genius was his ability to convince us that every single thing Apple did shifted the Earth on its axis.

Recently, that feeling of magical futurism has faded. Apple events have been preceded by a feeling of “been there, done that.”

Forget the “wireless future” that Apple talked up at yesterday’s iPhone 7 event as it tried to convince us that we really want AirPods and a dongle rather than a headphone jack. If Apple has a strategy in 2016, it’s underpromise and overdeliver.

And it’s working great!

You call that boring? Apple’s iPhone 7 event delivers big surprises

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Tim Cook iPhone 7 event
Tim Cook and his crew killed it with the iPhone 7 event.
Photo: Apple

Far from the “boring” launch predicted by haters and relentless Apple rumormongers, Wednesday’s iPhone 7 event delivered plenty of big surprises.

Along with our first legitimate looks at the iPhone 7 and 7 Plus, and the new Apple Watch Series 2, we got a promising peek inside Apple’s increasingly powerful and polished ecosystem. Here’s what you need to know about Apple’s iPhone 7 event.

iPhone 7 and iPhone 7 Plus arrive with new colors and cameras

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Say hello to the new iPhone.
Say hello to the new iPhone.
Photo: Apple

The next generation of iPhones has finally arrived. And while they may look a bit boring on the outside, Apple has packed some game-changing features on the inside.

Apple is set to unveil the iPhone 7 and iPhone 7 Plus at an event today, but scooped itself by tweeting an image of the new devices before they even hit the stage. Yes, the headphone jack is finally dead. But Apple added some insane new features like a dual-lens camera, a sleek new Touch ID button, a water-resistant shell, and a couple new things no one expected.

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Super Mario Run on iOS
Super Mario on iPhone?! Yes!
Photo: Apple