This is a perfect example of the media's inability to be impressed by Apple's behavior. They're too secretive, now they talk too much and are defensive?
They're defensive because the media has created an enormous echo chamber. MG Siegler, you're part of the problem.
When a journalist is complaining about a company not being entertaining enough lately, and offers advice to that company as if their primary function was to provide entertaining hijinks for the journalist to write about, the problem isn't the company.
I'm by no means an Apple fan but this post provides the perfect rebuttal to many of the criticisms surrounding Apple, specially on the innovative front.