But in the case of the iPhone 7, what everyone wanted to know was how Apple would justify its widely leaked decision to remove support for normal headphone jacks.
At the San Francisco event, marketing chief Phil Schiller suggested his firm had been motivated by "courage".
But it seems that was an invitation to the net's many cynics and critics to weigh in.
Below are some of the comments posted about the firm ditching the 3.5mm socket and promoting its new Airpod earbuds.
Techcrunch