As a decade-long Apple fan, I was excited to see what changes the company would make to the iPhone line yesterday. However, the post-conference feeling is one of disappointment. Now clearly, the iPhone 7 is an excellent phone and, personally, I still feel the iPhone betters all of its competitors. In fact, I would have no qualms recommending it to anyone who was in the market for a new handset. For me, though, the iPhone 7 is boring. As we went from the 3G to the 4, we were presented with what at-the-time was a stunning glass front and rear, with attention to detail including machined volume buttons that Steve Jobs likened to a Leica camera. From the 4 to 5 we had a (in my opinion) much needed larger display combined with a refined and lightweight design. The iPhone 6 was perhaps the most controversial redesign, with some liking it and others not. Personally, I felt that the antenna lines and protruding camera looked a little cheap and prototype-like, but it was 'good enough'. From the iPhone 6 to the 7 we basically got... two new colours (yes, I know there are other minor changes like a change in the camera housing and such but it's all very minor). For people who change iPhone at every new number series, we have previously been used to a solid bump in specs as well as a nice, well thought-out redesign. Now we just get the solid bump in specs. In addition, we have the controversy surrounding the headphone jack. The problem is not that they ditched the headphone jack, but that they ditched it for a proprietary standard. If they had used USB-C, their argument about 'moving forward' would have had more credibility. This seems like a lame attempt at profiting from accessories in the short-term rather than having the industries' best interests at heart. When they started removing their SuperDrives (CD drives, for everyone else) from laptops, it was because flash memory and the cloud was just clearly easier. You know what would not have been easier? If they had removed the SuperDrive for a proprietary memory card or something similar. Something that would only have worked with Apple products. That would have sucked. However, that's exactly what they have done with the headphone jack. Finally, Apple, can you please stop overcharging customers for extra storage capacity. For a company that likes to keep things simple and with a CEO that's well-regarded for his supply chain innovation, I find it surprising that you continue to offer 3 storage configurations across 5 colours and 2 different screen sizes. Transitioning over to one storage capacity and charging a standard price for the current flagship iPhone would allow you to reduce the variation of flagship iPhones from 28 (no Jet Black on 32GB configs) to 10. I feel that many of your customers don't mind paying a premium for your products, but no-one likes to feel ripped off. I know some might think this (long) post was just bashing, but it's really not. I just want to see Apple do well, and do the right thing.