Wednesday’s iPhone 5 launch had more than a touch of deja vu. Apple CEO Tim Cook’s performance, though slightly more polished than in his last three product launch events, was largely a retread of his WWDC keynote. Cook still leads by getting out of the way, ceding the all-important announcement of the iPhone 5 to marketing chief Phil Schiller, just as he did at the new iPad launch earlier this year.

The order of events was pretty much by the numbers, too. It started with an update on Apple retail stores, moved on to new numbers for the Mac and the iPad, had the main event - the big reveal of the iPhone 5 and its new iPod brethren - and closed with a musical guest.