These bloated keynotes for every iteration of iphone, watch and ipad release have had their day. Apple and Samsung are both at it. Less and less focus on the products themselves because there's so little innovation now. Apple are still firmly up themselves believing the world has come to a halt awaiting the latest minor spec bump. Just release the updated phones to the media and announce a release date like they do for Macbook updates. Keep the keynotes back for when they truly have something new.