On the iPhone 5S page
the phone is described as "Forward Thinking" and having "the most advanced technology."
But as Gmash mentioned - the most talked about new feature, fingerprint scanning, has been around for years.
Originally Posted by gtbarry
It's funny. Head over to the apple sites like MacRumors etc. Even they are not all gung-ho and high-fiving each other over today's "announcement".
Perhaps they are finally realizing that iPhones have always been a little over hyped