I do enjoy watching these events except for the bit when I wince every year and shout at my iPad. It's the bit when Tim Cook invariably says, in his most earnest and serious voice to imply that he's actually imparting some amazing new information - "this is the most advanced iPhone that we've ever built".
No kidding Tim. I mean really; it's called technological progress. As long as you stick on the annual refresh cycle for the flagship iPhones then if there's ever a year when, for your flagship model, you have to say "here's the new iPhone. We've been working on it for the last year and we're really proud of it but I'm afraid that it's not quite as advanced as the one we announced a year ago" then something has gone very seriously wrong.
Maybe I shouldn't let that one line get under my skin so much but it really does.