For a long time, I thought this was bullsh*t too.

But I think they make a subtle dig at many other consumer products.

I have seen too many examples, where the "latest" product is inferior to previous-gen.

EG:

- A few car models I am familiar with had adaptive cruise control a few years ago, standard. Now, you need some expensive package. Definitely not "our best model xyz ever"

- Consumer appliances like refrigerators and washing machines just get more expensive, and more complicated, and crappier.

- A key. A friggin door key. How can you make a "next-gen" key that is worse than a piece of metal? Hello, every "digital" key fob. They SUCK! Slow, cumbersome, annoying sounds. Did I say slow? No, many keys are not "the best ever key".

- Ever update Microsoft Windows to a new version? Through today, I am scarred that an "update" to a device will be a regress.

So yea, when Apple says "our best ever", it may sound obvious and trite.

But other companies can't say this for _so many of their product lines_...