[From Stephen Trew] A good article on the real depth of Apple's announcement. This time it's not about the hardware, but the software, especially Siri. J.P. Morgan analyst Mark Moskowitz, “Once investors dig into Siri, we think its addition will overshadow the lack of full iPhone form factor change,” Goldman Sachs analyst Bill Shope, “Siri represents a more significant platform enhancement than we anticipated,” he said in a research note. “We believe this, coupled with iCloud and iOS 5, suggests today’s event represented a critical positive inflection point for the iOS platform overall.” UBS analyst Maynard Um, “We believe Siri, iCloud & other iOS 5 features will continue to drive the next wave of demand.” Read in full