"We added an all new faster processor (the change won't even be noticeable but we will pay through the roof for it). It's running a new version of iOS (that is already old). We redesigned the fan to make it 2dB quiter (it wasn't loud to begin with but ok). We changed the connecting cable (so our old ones don't work then?). We made the screen even bigger (awesome, devs need to adjust their old apps for a new aspect ratio). We even added 4G (only the last company to do it). It's the best iPhone yet!"
Of course, people will still hail that announcement as some sort of revolution. Nokia may have bs'd their ad but I can't help but ignore it and hope people see that these features are really quite cool without being exaggerated. It's refreshing to not only hear about screen size or processor speed in a new phone but also: a new photo technology, a more clear screen you can use gloves on, wireless charging, and a music functionality that seems a lot like a Nexus Q...
If people didn't have their brand loyalties - any sensible person would realize how fucking awesome that list is. I still could be very likely getting an iPhone when it comes out but considering Apple literally hasn't done anything moderately interesting since Jobs died (besides troll Samsung), I can't imagine it's long before their stagnant innovation catches up to them. When the day comes that buying the phone with the best experience doesn't mean supporting a joke of a company, I'm going to be a really happy dude.