I remember Steve Jobs crushing it time after time with his new-product introductions — his “One more thing“ was the most exciting phrase in technology.

“One more thing” didn’t always herald a winner. You’d have to be a hard-core Apple fanatic to remember Mac DV. But Jobs kept the Apple hype machine running all the way to the top of the Fortune 500.

He’s been gone for a while now, though. In his place, Tim Cook has done his best. But slowly and surely, Apple has been losing its mojo.

Take, for example, the company’s latest toy-release party, where it announced two smaller versions of existing products. Except for its 4-inch screen, the iPhone SE has the same specs as the iPhone 6S. The 9.7-inch iPad Pro tablet is little more than a scaled-down version of the 12.9-inch iPad Pro tablet, albeit with a better camera: 12-megapixel images and 4K video versus the12.9-inch iPad Pro’s 8-megapixel iSight camera with a top video resolution of 1080p. So, if you’re going to be shooting video with an iPad — God knows why — the iPad Pro 9.7 is a better choice.

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