Apple Apple's iPhone lineup for 2019 might seem familiar.
- Apple held an event at Apple Park's Steve Jobs Theater on Tuesday to unveil new iPhones, an Apple Watch, a new iPad, and more.
- Apple's tagline for this event was "By Innovation Only."
- Based on what we actually saw at the event, though, it should have been called "By Iteration Only."
- Visit Business Insider's homepage for more stories.
Apple's annual iPhone event for 2019 is in the books.
Apple's "By Innovation Only" event gave us three brand-new iPhone models - the 11, 11 Pro, and 11 Pro Max - a new Apple Watch, a new iPad, and release dates for a handful of Apple services that were announced earlier this year.
Read more: Here's everything Apple announced at its big iPhone 11 event
But that's about it.
There were no major surprises on Tuesday - no "One More Thing" - and some of Apple's greatest innovations teased in news reports ahead of the event just weren't ready.
Here's why Apple's iPhone 11 event should have been called "By Iteration Only" instead of "By Innovation Only."
This column does not necessarily reflect the opinion of Business Insider.