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.
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.