Last week, Apple unveiled the two latest models in its iPhone line, the iPhone 5S and 5C, to a series of yawns and eyerolls.
It being an interim "S" year for the mobile device, many analysts were correct in assuming that the new features would be evolutionary, not revolutionary, and far from earth-shattering.
However, at a time when Google is stealing much of the thunder away from Apple with innovations like Google Glass and the hands-free contextual awareness of the Moto X device, many were looking toward Cupertino to deliver a feature that could completely upend the industry.
Well, it did. Apple just didn't say anything about it.