It wasn’t because the device isn’t good or fails to bring enough to the table that you are underwhelmed.
It’s because we all knew everything about the iPhone 5 before it was announced. Everything.
There was no surprise, and without surprise deflation can follow. I’m surprised so few sites have mentioned this.
Personally I don’t care, but I bet Tim Cook does.
Time to actually “double down on secrecy” then, eh?