I should've been clearer. When Apple announces a new laptop or phone, you already know about macOS or iOS and their capabilities, so you can focus on other deta

I should've been clearer. When Apple announces a new laptop or phone, you already know about macOS or iOS and their capabilities, so you can focus on other details. For example, I wouldn't find it surprising if a new Apple Watch announcement focused a bit on the bands and look of the device, since the capabilities of the device itself are fairly well known at this point. When announcing a new product that people don't recognize, you don't start the presentation by focusing on peripheral details (e.g. device color) before explaining the core functionality. But yes, the focus should always be primarily on solving problems better than the competition and communicating this clearly to potential buyers.