Why Apple no longer needs an iPhone 'wow factor'

CUPERTINO, Calif. — When Apple releases new products these days, the company simply doesn't "wow" as many customers or industry watchers as it once did. Apple says it makes revolutionary changes in virtually all of its product innovations — a boast that invites endless skepticism from the tech press and other critics — but most of its true technological advances today are "under the hood," and they largely go unnoticed by the masses. 
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