It seems that everyone is reading Apple's "Let's Talk iPhone" as implying big, revolutionary updates to the hardware, e.g., redesigned iPhone 5, etc. But, what if the seemingly straightforward meaning is not the real, nor intended, meaning at all? What if it is meant to be taken quite literally: Let us now talk iPhone (with the iPhone being the entity being communicated with). Perhaps, the big announcement is that by means of a revolutionary AI powered virtual assistant, we will literally talk to our iPhones. So, it's not that Apple (Cook) is announcing that he is talking to us about the iPhone on October 4, but that we will now be able to talk to our iPhone.