There are a few talking points I want to discuss about iOS and expectations: The Wow factor: We as consumers are a victim of rapid paced technology. So many companies like Google, Samsung, Apple and others have flooded the market with new products and features in such a short time period that we've become numb. At this point I don't think any of those companies can do anything to actual wow us anymore. I read that next year LG and Samsung may put out smartphones that fold like a wallet and you can put it in your pocket. in 2007 that would have blown my mind. In 2016 my response is "neat, but I won't buy it just for that". "X brand has had that for years!" So many of you dismiss any new features that Apple adds to its software just because it has already existed on other platform before. I don't quite understand the thought process behind this. If your local cable company just announced that they are going to carry a specific channel that's already been available to the competition for years you wouldn't be happy to have it included in your channel line up? Apple does add features to iOS every year that may already exist on other platforms but why is that a bad thing? - Google maps for example has always showed traffic on your route. Apple Maps has not. Now that Apple Maps will display traffic on your route in iOS 10 I will most likely stop using Google maps because that was one of the features I wanted in my navigation. "Apple dropped the ball again" Some people are under the impression that Apple should add features that they feel should be part of a new iOS. The truth is Apple spends tons of money on research and development to determine what direction to take it's software. Many decisions are based on potential new revenue, retention of current revenue or trends that the market are following and not "what people on MacRumors want". The changes made to iMessages in iOS 10 reflect features that are present in many other messaging apps right now. For example there is a messaging app in China (forgot the name) that allows people to send each other money or pay for things directly through a messages app. Craig touched on this feature as an example during the keynote. Apple Music redesign looks awfully like Spotify. I'm sure it's intentional to draw in users who are used to that UI. Apple Pay Web is designed to take on Paypal. There is a method to Apple's madness. I'm not going to touch on the graphic UI design because people all have different tastes.