iPhone? Eh, tell me something new

Hmm - full disclosure, I am a huge Mac fan.

So, what I'm about to say is almost blasphemous. What's up with the iPhone?

Oh yeah, it's probably going to be an incredible piece of gear. And given Apple's track record, it'll work a lot better than any similar device brought to market by anyone else.

So, what's the beef?

Well - It strikes me as ironic - Apple is such an innovative company that when they announce something that's going to have a major impact, people just shrug and say, "Oh, we expected something like this from Apple."

Has Apple reached a point where their own innovation is a commodity? If some other firm had rolled out the iPhone, people would be have been amazed and bedazzled. Apple does and folks yawn.

Oh, don't get me wrong. People will still buy the darn thing, because it'll work. But what will Steve Jobs and his team need to do to break the next ho-hum barrier?