Boring Is What They Want

When the iPhone 5 was announced tech bloggers dubbed it "really boring," but the phone sold more than 2 million units in the first 24 hours of pre-orders. Yglesias explains the disconnect:

Give the world a genuinely exciting, genuinely innovative product and most people will shrug their shoulders and keep on keeping on. Which is exactly why innovation is difficult. You're trying to think of a product that people don't think they want to buy but is nonetheless compelling enough that some people buy it and you can get off the ground.

"A smartphone that's like this other smartphone that's already out there but it's faster and lighter" really is boring but that's what people are looking for. Something that's directly comparable to things they already own and use, but clearly superior.