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Yes.

Because logically you improve everytime, primarily why Cook comes onto stage every year saying:

"This is our best iPhone yet"

or insert whatever apple product you want.

Which is pretty redundant to say. No one would say the opposite and everyone expects an improved version.

It's just fancy PR talking points.

But it makes consumers feel better about their decision. Imagine you're a techie and wondering if this very minimal refresh to the iPhone is worth buying?

"It's our best yet" or "It's made for pros"

I mean, as you pointed out, it's fancy PR/textbook examples of good PR.

> Ladies and Gentleman, for the 17th year in a row, the future of robotics has arrived.

https://comb.io/8ajSgE

And for a good while they could actually have made a believable claim for it

Now, it's just pure marketing speak

“Late Stage Apple”

“Peak Apple”