They all have the squishy silicone part that goes in your ear. The claim on the apple page is it's for the ones that don't have that. Which is true.
It's not a particularly crazy innovation but the statement is true.
It's not a particularly crazy innovation but the statement is true.
This is exactly the assumption that the carefully worded juice hopes you'll make. That Apple's claim to innovation precludes even a cursory glance at the competition