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iPhone 13 will likely be popular because Apple still makes other phones seem boring

A decade ago, Tim Cook got onstage at Apple’s headquarters, ready to lead his first event as the company’s new CEO. He was about to announce the iPhone 4S, which superficially seemed identical to the iPhone 4. Apple even signaled its lower enthusiasm by skipping the usual pomp of a massive hall filled with thousands of developers, partners and journalists, …

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