Mostly what I saw was more compelling reasons people should get an iPhone X.2 (or whatever gets rolled out in the Fall) as Apple seems to be in love with Animojis and the new Memoji variants. Seems I remember Nintendo had Mii avatars to go along with the Wii console when it came out. The Memoji seem to be heavily influenced by those, and also the Samsung variant that get awfully close to Uncanny Valley territory by trying to use Selfie data on the avatar. Thankfully, Apple didn't try crossing that line.
The other "creepiness" was how Apple was getting into the News Curation business. Say what you will about Facebook's trustworthiness in the revelations from the past 18 months, but why should I trust Apple (a computer software company that just happens to design and build the hardware their software runs on) to be any better at determining what News I should get? On the other hand, I suppose it would be refreshing if my next Science article suggested wasn't a Horoscope (thanks, Google!) or some "Aliens have visited in the past; here's proof!" video because I watched the YouTube playback of Monday morning's SES-12 launch (thanks, YouTube! er, Google!)