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The "differences" are in some very minor specs that don't matter to the absolute vast majority of people.

If they didn't matter to the vast majority of people then they wouldn't sell them every year in record-breaking numbers.

Could argue they sell more by fashion and desire to have the newest thing than people caring at all about specs, more ram or cpu or x% better resolution etc.

Record-breaking numbers because:

- record-breaking numbers are upgrading from multiple previous models

- smartphone market is still growing

- there's a non-negligible number of people going for the "shiny new thing"

They were selling record-breaking numbers when they only had a "pro" and a "non-pro" model, too

That's irrelevant. People are buying iPhones every year instead of switching to a different phone, repairing their existing phone, or buying the same phone (Apple offers the same models for at least 3 years after initial release). There are enough differences to matter to most people.

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