You’re not Apple. Stop trying to be. You haven’t earned 1/10th of the mind-share Apple has earned for creating their simple, easy to use products. So cut the ridiculous hype and earn it the hard way – by providing a simple user experience that still delivers the important features while leaving behind the 10% of features that are used less than 1% of the time.

Hyperbolic invites and talk about how you’re going to change the world when you’re just releasing a new revision of an existing product make you look stupid. If you aren’t even going to bother entering or creating a new product category, you should just frame it in more humble terms (our best X ever!). It looks like the lesson of the Segway has been forgotten or willfully ignored. Even the short-lived hype around the recent Bloom Energy generator should be instructive on how not to unveil products, or at least how to do it in a reasonable manner without promising to change the world and fall short.