The Apple Worldwide Developers Conference keynote address was full of good and even surprising announcements, but, as is often the case, it was most notable for what it didn't include.

The Apple Worldwide Developers Conference (WWDC) keynote address was doomed to disappoint even before Phil Schiller uttered his first "." It's not that the keynote was a dud. It's just that each one of these events is freighted with such oversize expectations that it's impossible for them to do anything but disappoint. As it is, the changes to Apple's products in the last couple of years have been largely iterative. This keynote was no different. Let's take a look at the keynote from a "what's in/what's missing" perspective.

WHAT'S IN

Hello SD Card Slot: This may be the single biggest surprise of the keynote. Obviously, everyone was amped up for whatever phone gadget Apple announced, but I don't think anyone expected this little laptop shocker. This change to Apple's laptops is almost a shocking admission by Apple that it was wrong about media card readers. Apple was the only major PC manufacturer that did not offer a card reader and, until now, it seemed to think it was relatively unimportant. In a way, it was right. You don't need a card reader to get your photos off your iPhone. Just dock it or send them to someone via e-mail. Those who love digital photography and are buying D-SLRs that use high-capacity SD cards were probably wondering why Apple had forsaken them. Perhaps these folks even chose to buy a Windows PC instead simply because of the availability of a reader. However, it seems like someone at Apple finally realized that the company was forcing some consumers to choose. Now the new MacBooks and MacBook Pros will have an SD card slot. What could be next?

Video!: The iPhone can finally capture video. It's only VGA, but it's video. Say it with me: Video!

iPhone 3G S: When I told someone about the new phone, he automatically thought the "3G S" meant some sort of broadband cellular network beyond "3G." No, I explained, "the 'S' is just part of a new model name and it stands for speed." The new model also has a much better camera, with 3 megapixels, auto focus, and even an automatic macro feature (at 10 centimeters). These features, despite the introduction of an SD card slot on MacBooks, could make the iPhone 3G S your primary, if not only, digital camera.

Good Prices: Both the iPhone 3G and iPhone 3G S will run iPhone OS 3.0 this summer (it's available on June 17). So, many of the benefits outlined in Schiller's WWDC keynote apply to both phones. To my mind, this means that the $99 iPhone 3G becomes more attractive than ever, and it will likely outstrip the new iPhone 3G S in sales for the remainder of 2009. Did I mention that Apple is offering the Snow Leopard update for $29? No, that is not a typo.

Business Skills: Make no mistake, Apple is more interested in the enterprise than ever. The additions of tethering and cut-and-paste capabilities to the iPhone OS 3.0 are designed to satisfy business users. Now Microsoft Exchange support is being built right into OS X. This announcement received one of the biggest rounds of applause during the keynote and for good reason. When the new OS ships, Macs will be able to integrate seamlessly with Exchange-based offices. Again, this is not necessarily the most exciting announcement, but one that could have the biggest long-term impact on users and Apple.

WHAT'S MISSING

No Tablet: Not only was there no new Mac tablet, but the dream of a larger iPhone form factor evaporated as well. Even the $99 iPhone isn't what people thought it would be. There were all these concept drawings for a tinyalmost nano-sizediPhone floating around before yesterday. Everyone figured that it was the only way Apple could sell the iPhone cheap. Ah, but Apple pulled a fast one and simply reduced the price of the current iPhone. That was pretty sneaky but also very smart. Apple knows it has a form factor that works (it's sold 40 million iPhones and iPod touches). Why mess with perfection?

No Major OS X Interface Overhaul: I'd heard rumors about something called "marble" that would radically remake the OS X interface, but the details on Snow Leopard indicated more subtle enhancements. Finder, for example, has been rewritten, but still looks the same. QuickTime X, however, doesn't. Apple showed it running in a frameless window.

No Apple TV: This aimless product is, I believe, officially destined to go nowhere. Apple wants people to use it to view a library of film and television content from iTunes on their TVs, but I think most people use it for music. There are so many better options for on-demand video anyway, such as the , the , and, of course, the , which will soon provide access to Netflix Watch Instantly movies directly through the gaming console. Apple left talk of the set-top box out of this event, and I expect it'll soon walk away from it altogether.

No Multitasking: We knew this already. Apple did not introduce it with iPhone 3.0 and showed no indication that new hardware would change anything. The iPhone is simply not a multitasking platform. We'll just have to deal with it.

No Steve Jobs: I am honestly surprised that Jobs didn't even appear via video. It would have been something if some video was shot with the now video-capable iPhone 3G S. I wanted Jobs there not just because he always brings something exciting to whatever event he keynotes, but because I was hoping he was well enough to make his first public appearance in months. I want the guy to be healthy, and I'd like to see him firmly at the helm of Apple once again. Perhaps if/when he is there'll be more pizzazz in these Apple keynote events.

Apple did not disappoint, but you have to wonder if it's feeling the heat of competitors like RIM, Google, and Palm. These companies have bridged much of the gap between existing mobile products and the iPhone. Trust me, Apple won't maintain its lead in the market if it continues making iterative updates.