The keynote certainly looked familiar -- the famous jeans and black turtleneck, the black background and giant screen. But Jobs did something unique with this speech: He announced, in detail, a major new product six months before its expected availability. Apple's famous formula, successfully applied to dozens of iPod models, Macs and operating system rollouts, keeps details secret until products are ready to ship.

Sure, Jobs did the same thing -- sort-of -- when he pre-announced Apple TV back in September. But even that speech lacked product details or even the correct brand name. Last week's iPhone keynote was the first in Apple history in which a major new product line was unveiled in detail long before its actual ship date.

I think Jobs blew it. Here's are my six reasons why.

1. Jobs raised buyer expectations too high

Jobs' keynote was so highly visible that it reached deeply into popular culture, with late-night talk-show hosts joking about it, Saturday Night Live parodying it and all manner of amateur video makers creating spoofs about it. These pop-culture references seemingly all exaggerated and mocked the idea that iPhone does everything.