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Apple will introduce its latest iPhones today using the same format it has employed for more than a decade: a dedicated press event with executives touting how much better the new product is than all the ones that came before it.

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Reality check: Apple events aren't nearly as exciting as they used to be. That's especially true since they've gone virtual during the pandemic. But a number of other factors also keep today's hourlong commercials from being as compelling as they used to be.