When I first saw the keynote, i thought it was just bluff. Five years sounded way too much in tech years. But as years passed by nothing compared to the iphone came, now, exactly five years later, samsung is already building phones just as good as the iphone, if not better is some regards. Google has also caught up but with software, jelly bean 4.1 is just as smooth as the iphone UI. The big question is now that apple has some real competition in the phone area, how are they going to handle it. I mean how are they going to add features to iOS and still preserve its philosophy. iOS is about simplicity and elegance. Are they going to continue on the same path as now and just let the iphone fade away?