Each iPhone launch I read the same articles: they did not improved much things, only buy it if you have a very old iPhone, Apple's capacity to innovatie is broken since Steve left, "why I won't buy the new iPhone", Samsung innovate more that Apple, etc.
And then... Huge sales success. Something unbelievable. Record breaking.
Because Apple pay attention to details and spending tons of resources to improve details. They are mad about details. Polishing. Fine tuning.
And people just love it.
And people buy it whatever the price is.
They don't buy a Phone, they thanking a brand for madly paying attention to details, and thus madly paying attention to them, which is rare.