Apple stirred up the traditional frenzy at the launch of its latest iPhones, for those who were at the Steve Jobs Theater at Apple Park in Silicon Valley. However, the days of that fever infecting the whole industry are over, and the response to Apple’s annual unveiling is more muted these days, especially in an ‘alternate year’ like this one. Traditionally, Apple makes a major upgrade to the iPhone every other year – 2017 saw the debut of the $1,000, large-sized Apple X. That meant 2018 was a year for incremental changes, which are increasingly hard to generate excitement for, as the smartphone becomes a commodity and differentiation increasingly lies in software and services rather than design. However, while hardware…