"Could not find what's new. Any hints ?"

This sums up Apple's problems better than anything I've seen.

It's because their naming conventions have gone out the window.

When it was iPhone 4, 4S, 5, 5S you knew where on the product timeline your phone was. Now it's iPad Air, Air 2, 9.7 Pro, 9.7, 12.9 Pro, mini 4. It's all over the place.

When Jobs came back to Apple, there was a similar chaos regarding the Macintosh models. Lots of numbers, letters, and qualifiers, and the purpose of a new model was seldom clear.

He canceled the majority of them -- the "great extinction" of 1998 is plainly visible on the image at https://en.wikipedia.org/wiki/Timeline_of_Macintosh_models .

The phone is a little unique in that sense. iPads or Macs not disclosing their specific version number is not new. When you got an iPad 3, it just said "iPad".

I'm afraid I must agree. They must be working on a bunch of new things or one huge new thing, trying to find their next big hit, because nothing seems to actually be advancing anymore.

(What's new here, apparently: they dropped the price by $70 and bumped the processor.)

...... more stickers in Messages?

Cheaper, faster. http://www.theverge.com/2017/3/21/14998464/apple-replaces-ip...

According to press releases - featuring a brighter Retina® display and best-in-class performance at its most affordable price, starting at $329. http://www.apple.com/pr/library/2017/03/21Swift-Playgrounds-...

They're consolidating their lineup and dropping the price. The iPad Air is no more. Now there's just an iPad in one size, and an iPad Pro in two sizes. I think the iPad mini is still around but I don't imagine for much longer.

A9 CPU (same as iPhone 6s), and cheaper price, starting at $349 for 32GB

http://www.apple.com/ipad-9.7/specs/

I'm seeing the 32GB wifi one as $329.

Non-laminated screen that's more reflective.

It's a feature not a bug!