To be honest I think that it's good direction. Why one should be excited about a phone or a pair of headphones? It's a tool like a hammer, shovel etc.
There is one more angle - when it's boring it's more environmentally friendly, there is much less incentive to buy new shiny, blinking toy when it mostly looks and works just like old toy.
They are boring because these not-quite-future-proof smartphones need to also look like e-waste to the consumer in 18 months time so minimal sentimental attachment is preferred.
