There was a time when every update was an event.
Launch days. Keynotes. Countdown timers. The industry ran on anticipation and announcements.
But lately, something has changed.
Updates ship silently. Features appear without fanfare. Companies communicate less, not more.
Part of this is fatigue.
Users stopped paying attention to every announcement. The novelty of "new" wore off. Hype became noise.
Part of it is strategy.
Silent updates mean fewer expectations to manage. Less backlash when things change. More room to iterate without scrutiny.
And part of it is maturity.
The companies that have been around long enough know that consistency matters more than spectacle.
The era of the splashy launch isn't over. But it's no longer the default.
Quiet confidence is replacing loud promises.
That's the shift worth noticing.