It's not a complete falsehood but it's a totally empty statement.
Virtually any device you put out that's not exactly, spec-by-spec the same, you can say 'never been a product like this before'. It's true and empty.
They do a lot of those, they're true, hyperbolic, and totally devoid of any significance.
For example they'll say 'the iPhone 6 was the most popular iPhone ... EVER'. As if it's significant. But that's completely unexpected and it's not news, either. I'll happily take a 10 trillion dollar bet that the iPhone 7 will sell even better. And that the new Galaxy S 6 sells better than the 5, and the 7 will sell better than the 6, too.
Or they'll say the iPhone 6S is the most advanced iPhone ... EVER. As if, again, that's news. As if we think they built a 6S that's worse than the 6.
It's a truthful, hyperbolic, totally insignificant statement. It's different from a falsehood.
Calling a 3 second video, a photo, in the sense that it's a bunch of photo frames, that's more of a direct falsehood to me. We use the word photo to denote a still image, and video for multiple frames of photos. But that's a marketing gimmick that's more ridiculous than it is disingenuous.
As for innovation, I mostly agree. The ability to execute extremely well and polish your work isn't innovation. It can be driven by innovations of course but it's not the kind of innovation we talk about when we refer to Apple's history. Since the iPhone 4 I've mostly felt a ton of polish but no real breakthroughs on the phone department for example, tablet wise... mostly just solid iterations like everyone else, nothing fundamentally innovative about the iPad 4 or Air or mini, really. Pro feels like more of the same, split screen we've seen before, styluses we've seen before. Again, executed well and polished.
I mean of course there's innovation, but it's not what sets them apart. Look at Force Touch for example, now 3D touch. People probably missed the fact Huawei demo'd force touch last week on their android phone. And that's a feature we'd think of as their innovation. Others, like a large tablet, split screen, type covers, wireless charging, a stylus, 3-second videos (called live photos) etc are all seen before.