Apple needs to bring in the guy who was in PC vs MAC commercials to make announcements and other presentations. Or someone with a catchy pleasant personality. I don't think Cook is fit, since he used to be #2 unitl now on stage - thus a reminder of a change. And, Apple needs someone with a strategical announcements and product implementation plans more often. So many different products - why are they being stuck on iPhone and iPad only? Why not implement the mini compujter in some creative ways, have a software team showing some cool apps, etc. With so much competition, it is understandable to be quiet lipped, but nothing sells without keeping products readily visible. Even a small intro to some implementation in various industries' ideas would spur the interest and anticipation, whether it is a controller for medicine/robotics, automotive, etc. The plant a seed about something and wait for only that something to be announced is becoming so monotonous. Or just don't say or brag anything about something cool coming-up and then surprise us all. That's how their were born anyways with MAC-JR's and Lisas, etc., etc., etc. Nothing appears to be all that hidden behind Apple's sleeves anymore - feels too rigid, robotically cold and gives the critics plenty of time in trying to derail, since they must feel rather cranky in anticipation themselves.