I know they package it all in easy-to-use form.. but with every iteration of the iPhone, they bought stuff that made it easier or added more features, or added something else that was a "wow" factor. They always did that.. but in iPhone 5, they just didn't add or display anything that seemed different from the iPhone 4S in a good way. ... Got my point now? I'm comparing Apple with Apple. They didn't "repackage" or were "appealing" this time like how you say they always were.