Well, goodness.
Just watched the keynote. It focused the mind. Here are my thoughts:
Craig Federighi was brilliant. He should be CEO of Apple. He's a superb presenter and everyone loves him. He comes across as passionate about everything he presents. If all this keynote had been him, it would have been excellent. We remember Steve Jobs so much as a presenter without peer. Federighi is his natural successor. A very different presenter to Jobs, but exuding the crucial ingredient: passion.
Tim Cook should either return to COO or become a politician. The three videos were clearly his personal input and checked all the boxes for inclusiveness and diversity garbage. They were also vacuous and nauseating. Cook has lost his purpose. He is the voice of authority behind everything, but never seems to have a stake in Apple. I never get the feeling that he really gets passionate about anything, apart from the iPad.
The Apple Watch is being siloed by Apple in readiness for its impending failure. Its segment felt boxed in and separate from the rest of the keynote, and not in a good way. Kevin Lynch is the most unsuitable voice of it. He is as far from fashionable as you could possibly imagine, for what Apple describes as its most personal product yet. I note that the Apple Watch got no significant mention or enthusiasm from anyone else on stage, even Tim Cook.
Apple Music. Jimmy Iovine's presentation was the most sustained marketing verbiage diarrhoea I have ever come across outside comedy. That said, the family plan is remarkably good value at $2.50 per month per person. On the other hand, it shows what poor value the single person subscription is, which costs 300% more. I don't think the service will be a success.
Generally, I like a lot of iOS 9 and OS X.11. Shift key and lower-case keyboard notwithstanding, this is the Apple I love. Apple Watch and Apple Music are the dark side, and are the wrong direction for Apple.