That's how they announced the Cortex A53-based chip as soon as possible early this year (that one was probably already planned, since they use stock ARM CPU's at the mid-range), and now a Cortex A57-based one, even though they licensed the ARMv8 architecture a few years ago, and they were supposed to ship Krait's successor 2 years after its introduction, which would be right about now, and before ARM's own stock designs. What's the point of buying the architecture license, if ARM itself can outcompete you, and forces you to buy their stock CPU designs anyway?
The only explanation is that they were trying to milk Krait for at least 3-3.5 years, before they were planning to launch their own ARMv8-based Krait successor. Apple seems to have screwed their plans, and forced them to buy Cortex A57 for the high-end.
I'm even less impressed with the GPU. The high-end one by the looks of it will probably score around 200 Gflops, while Nvidia's mobile Kepler is already over 300. And the 4k support and "live HDR" for video? Please, that's old news. Everything about these chips screams "rushed" and "repackaged" (even their names).