Lion was a "big" update! It's biggest "feature" was removing Rosetta… for no other reason than that they couldn't be bothered updating it.
That went down well, especially since Apple didn't bother to mention it on their product description page. Oh, and it added some gimmicky trackpad-swiping stuff, and a feature which automatically blew through people's internet caps by attempting to upload their iPhoto libraries into the "cloud".
A lot of these "superficial changes" has to do with hardware being way more powerful than what the average consumer actually requires. Sure, if you want to run the latest games, you need a lot of horsepower. For day to day tasks? Not so much, so instead that processor power gets put to work generating translucent windows and other such rubbish. Twenty or thirty years ago, each new hardware revision opened up doorways to new
practical features, but then the limits of what hardware could do overtook the limits of what we
needed it to do, and since that time interface developers have basically been trying to prove their worth as "artists" moreso than anything else. The fashion world has invaded the tech world, for crying out loud!
But those of us who were around before computers were common place are able to compare modern day progress to the
world changing technologies appearing as such machines were initially deployed and refined, and obviously each new feature looks a bit rubbish in comparison.
I doubt much will change until proper VR becomes possible. Though even
that won't bring many "surprises" - all the interface designs will simply be rehashes of what we've seen in Ghost in the Shell and the like.
The
main area of progress in "recent times" has been in regards to storage and internet access. Those've really shot up in the last few years, and since they
were somewhat restrictive not
all that long ago, quite a few handy-dandy related features have appeared as a result.
I haven't watched the presentation and can't see myself doing so, but I saw something saying it will be free. I really don't quite get the point of this really, as far as I was aware it was their biggest source of revenue (at least I presume). Apart from getting people in to Office subscriptions I don't see how this will make money, although OEM licenses might cost something.
I assume that the "home" version of 10 will be free. I'd consider it likely that there'll be "pro", "ultimate" and likely "server" editions available for purchase separately.