I've been at or watched every Apple keynote and product launch event since 1998. I was there when they killed the CD drive in the Macbook Air and the 30-pin connector in the iPhone 5. I've witnessed the demise of every Macbook charger. 
 
 And I've never heard anything as ridiculous emanate from that stage as I did Wednesday, when marketing chief Phil Schiller explained why the iPhone 7 would not have a standard 3.5mm aux cable input, better known as the headphone jack. 
 
 SEE ALSO: Apple unveils iPhone 7 and 7 Plus without headphone jack 
 
 "It comes down to one word," Schiller said. "Courage. The courage to move on and do something better for all of us." 
 
 Schiller was thoroughly mocked for those words on Twitter, and rightly so. Courage is marching across the Edmund Pettus bridge in Selma in 1965. Courage is facing down a tank in Tiananmen Square or a machine gun nest on the beaches of Normandy. Courage, by definition, involves doing something that makes you afraid. 
 
 And what has Apple done? It has eradicated the most successful, most widespread and best-sounding audio standard in the world in favor of its own proprietary system. 
 
 A number of words come to mind to describe this. "Hubris" is one; "arrogance" is another. Given the amount of $9 aux-to-Lightning cable dongles Apple is likely to sell, you could use "greed." Personally, I'd opt for "stupidity." 
 
 So I can drop my iPhone 7 in the toilet, but I can't charge it and use headphones at the same time? #AppleEvent — Chris Taylor (@FutureBoy) September 7, 2016 
 
 This is in no way the equivalent of losing the CD drive or the 30-pin connector. There is no technological excuse for this. Music does not sound better over a Lightning cable. Nor does it sound better over Bluetooth, or the proprietary wireless technology Apple is using in its AirPods. There's simply more audio information traveling over a wire than can travel over the air. 
 
 Say it with me now: wired almost always sounds better than wireless. 
 
 For years, I tried to convince myself otherwise. I've bought so many sets of Bluetooth headphones that my wife still laughs about it. My favorites were the 66Audio BTS Sport cans, which I went running with. I ignored the occasional skip in the audio and focused on finally being free of all wires! I even managed to convince myself I didn't look like Lobot from Empire Strikes Back. 
 
 Then I bought the exquisite Bose QuietComfort 20 in-ear noise-canceling headphones, and I've never looked back. Do yourself a favor and check them out, even if you don't normally like in-ear phones (I generally hate the genre). 
 
 Turns out it's not so much of a hardship to run with a wire attached to your iPhone when the sound is this crystal clear. 
 
 Even if the AirPods didn't look like a dumb set of white plastic earrings, how confident are you that you won't lose them? 
 
 Courage is buying the $159 Apple Air Pods and then going home to tell your spouse what you bought and for how much. #AppleEvent — Richard Hay (@WinObs) September 7, 2016 
 
 The second most nonsensical thing Schiller said Wednesday? "It doesn't make sense to keep the jack, because space [inside the iPhone] is at a premium ... we want stereo speakers, we want Taptic engines." 
 
 Oh really? I challenge you to find me a regular iPhone user who even knows what a Taptic engine is. If this is really about what "we" want, why not run a poll: Do you want your iPhone's home button to vibrate sometimes, or do you want to be able to plug in pretty much any set of headphones ever made in the entire world? 
 
 "Space is at a premium." So Apple did to the headphone jack what San Francisco is doing to the middle class? #AppleEvent — Chris Taylor (@FutureBoy) September 7, 2016 
 
 Not to mention all the other devices that plug into the phone's headphone jack. So long to Square's credit card dongle. See you later, temperature sensors, light meters, thermal imaging cameras and personal breathalyzers. Refurbish yourself with a proprietary Lightning connector and pay Apple for the privilege, or GTFO! 
 
 Talk about one step forward, two steps back. Here we are in 2016, and if you want the latest and greatest iPhone, you can't own the best-sounding headphones — unless you also use an expensive, unwieldy and easy-to-lose dongle. 
 
 Want to charge your phone? Sorry, you can't listen to it privately at the same time. Unless you're using inferior wireless phones, that is. 
 
 “[Airpods] instantly turn on and connect to your iPhone, Apple Watch, iPad or Mac[1].” 
 
 
 
 [1] Requires an iCloud account 
 
 
 
 WAIT REALLY? — Dan Hon is ⌨️ ing (@hondanhon) September 7, 2016 
 
 The old Apple mantra, "it just works," is officially dead this week. Having any set of cans whatsoever "just work" with any iPhone used to be a given — no matter if you got them 10 years ago, 20 years ago or in the box with an Android phone. 
 
 Now Apple has retreated into its walled garden, and it has built the wall higher. It is a wall beyond the dreams of Trump. And guess who's paying for that wall? You. 
 
 That's not courage, but it may provoke a large amount of pure rage. ||||| With Apple’s annual fall new product unveiling scheduled for Wednesday, analysts who follow the company have been weighing in with their expectations and predictions. After numerous leaks, a consensus has formed around the likely new features in the expected iPhone 7. 
 
 KGI Securities analyst Ming-chi Kuo is perhaps the dean of the college of Apple rumors thanks to his close ties with the Asian manufacturers who actually build the iPhone and most of its components. After numerous earlier reported leaks from Kuo, he added a slew of final details on Tuesday. 
 
 For one, Apple may replace its current space gray color with two new black options: one that is “dark black” and another shinier sheen Kuo refers to as “piano black.” Also, Apple is expected to bump up the minimum storage space on the cheapest iPhone 7 to 32 GB from 16 GB in last year’s 6S model. Kuo yet again confirms that Apple will remove the industry-standard headphone jack and will include a set of headphones that connect to the phone’s proprietary Lightning connector that is also used for recharging. Apple is also expected to include a dongle enabling any standard pair of headphones to connect to the Lightning connector as well. 
 
 Get Data Sheet, Fortune’s technology newsletter. 
 
 With few major changes to the iPhone’s exterior, most analysts expect sales growth will be muted. Sales in the all-important holiday quarter even could come in below last year’s 75 million phones sold. But Apple’s stock price has also been muted, declining 1% over the past year. That has some analysts predicting better performance ahead as Apple will be able to beat low expectations. 
 
 “Recent run-ins with the FBI, China Government, EU and short sellers has made Apple the ‘Jason Bourne of Tech,'” wrote Brian White, an analyst at Drexel Hamilton, on Tuesday. “Similarly, just as the market calls for Apple’s undoing, the company emerges even stronger.” 
 
 The controversial headphone jack removal doesn’t appear to have worried many of the analysts. 
 
 “Our research in Asia highlights that Apple will remove the headphone jack by leveraging the Lightning connector,” White explained. “Although likely a contentious issue with iPhone users at first, we believe this will soon be forgotten and makes room for an additional speaker with enhanced sound quality.” 
 
 iPhone 7 Rumor Roundup: Release Date, Features, and More 
 
 “Waterproof will be a big selling point from AAPL—though of course Samsung is already there—further enabled by the elimination of the headphone jack and integration w/the lightning port (maybe angering some who charge the phone while listening to music, but otherwise a positive development),” Cowen & Co analyst Tim Arcuri wrote on Tuesday. 
 
 Apple is expected to add some improvements, such as a dual lens camera and more RAM, only to the larger screen iPhone 7+ model, Toni Sacconaghi, analyst at Bernstein Research, noted on Tuesday. That could be a play to entice more customers to buy that more expensive model, he said. “The upshot is that while the increased capacities of the devices may lead to lower margins (at least initially), Apple may be attempting to boost the relative attractiveness of and its revenue mix toward the larger screen 7-plus, which we believe has higher margins,” Sacconaghi wrote. 
 
 With the somewhat dull iPhone 7 upgrade so close, some analysts are looking ahead to next year when Apple aapl is rumored to have a much more significant upgrade on deck, particularly with a new higher-definition OLED screen. 
 
 Shipments in 2017 “remain highly uncertain,” Abhey Lamba, analyst at Mizuho Securities, wrote last week. “Shipments will highly depend on the sell-through data and adoption/availability of OLED displays for the next generation phones. Our Japan team’s expectations for (calendar year 2017) are fairly wide (expecting 178-230mm phones) and we expect them to narrow once we get more feedback on the new phones.” 
 
 For more on the 2017 iPhone rumors, watch: 
 
 “The iPhone 7 is widely expected to introduce only incremental innovation with the iPhone 8 driving a Super Cycle (OLED, wireless charging, etc. expected),” Kulbinder Garcha, an analyst at Credit Suisse, noted last week. “While investors have accepted a weak upcoming product cycle, the innovation expected in the iPhone 8 still seems to be of concern as many of the new features expected are already in many Android phones. We note, however, that Apple has historically trailed in terms of hardware specs, but its strong ecosystem and compute platform have supported its strong loyalty rate (~93%) over the years.” 
 
 “Assuming iPhone units are flattish with iPhone 6S (as implied by current Street estimates), the portion of the base >2yrs old (where “upgrades” are highly concentrated) will hockey stick from ~33% – a number which has been very consistent now for ~6Qs – to ~43% a year from today,” Arcuri also predicted on Tuesday. “On an absolute basis, this means that units >2yrs old will grow from ~210MM units to ~275MM units – meaning the ENTIRE growth of the installed base (and then some) in the next year will come from units >2yrs old. This creates a veritable powder keg for upgrades with an innovative new phone in ’17.” 
 
 Apple is also widely expected to introduce an updated version of the Apple Watch on Wednesday. The first Apple wearable, which hasn’t been updated since it arrived in April, 2015, has experienced declining sales this year. 
 
 “We expect Apple to update Apple Watch, adding native GPS and upgraded Wi-Fi functionality,” Andy Hargreaves at Pacific Crest Securities wrote last week. “The addition of GPS is the most important, in our view, as this is critical to many fitness tracking applications, which remains among the most in-demand features in wrist-worn wearables. Despite the potential for GPS to drive growth in Apple Watch unit volume, we continue to believe Apple will have to expand its wearables lineup with lower-functioning devices at lower price points to fully capture the opportunity.”
– Apple presented its new smartphone Wednesday, and nestled in with the iPhone 7's much-ballyhooed features was the disclosure that the company is getting rid of the phone's headphone jack—news that wasn't exactly met with universal acclaim, or much acclaim at all. Chris Taylor is one detractor of the headphone ditch, writing for Mashable that, in nearly 20 years of attending Apple product launches, he's "never heard anything as ridiculous emanate from that stage as I did Wednesday." Apple marketing head Phil Schiller used the word "courage" to describe Apple's innovation, but that's not how Taylor sees it. "Courage is marching across the Edmund Pettus bridge in Selma in 1965 [or] facing down a tank in Tiananmen Square," he writes. "Courage, by definition, involves doing something that makes you afraid." Apparently Taylor doesn't think Apple was quivering in its workboots when it came up with this plan. He's got plenty of other words instead of "courage" in mind, including "hubris," "arrogance," "greed," and his personal favorite, "stupidity," which he attributes to Apple for taking "one step forward, two steps back" both technologically ("wired almost always sounds better than wireless") and logistically (no more plugging in other peripherals like credit card readers, for example). Meanwhile, although much of the other feedback online is similarly cranky about the headphone jack's demise, Quartz notes that Apple is actually late, not early, in making this move: A handful of Chinese smartphone brands have been fiddling around with the idea for years, and some have already sent these phones, sans jacks, to market.