So did Steve Jobs die before the event? If so why not cancel the event and announce his death. Why go ahead and announce a disappointing iphone 4S? Why not mention the cool things. If you are playing the “business as usual” card, play it. What is the point in Apple being half-hearted about it. Moreover, Facebook taking their massive power outside of the itunes ecosystem and creating their own ecosystem - to rival itunes - does not seem like something Apple should be that happy about. Control is what Apple is about, how will they be able to control facebook when it is no longer required to play by Apple’s rules?