Apple this, Apple that.

No doubt that Apple is one of the biggest players in the mobile arena. It's leadership with mobile devices is indisputable.

In January, there was the much anticipated iPad announcement, with all the usual Apple dog-and-pony show. A while later they were at it again, this time with the iPhone 4 and iOS 4. Now just yesterday, a third big announcement with, get this... new iPod Touch, new iPod Nano, New iPod Shuffle, new Apple TV and new iOS version 4.1.

Try saying that 10 times quickly.

Leading up to the big iPad announcement in January there was much anticipation, speculation and discussion. This was good for Apple. But how many times in one short year will consumers pay attention to another 'big' announcement from Apple? And even more so when the big announcement isn't a big announcement at all, as in the most recent case, where it was a series of smaller ones with no real focus.

Nobody can deny Apple is a leader. But to maintain that position, they must continue to produce what made them successful in the first place: elegant technology products that are simple to use and give 'street cred' to its consumers.