Back when the iPhone first got released it was all about the UX and they were very careful to avoid specs. This was a Jobs inspired strategy that was very effective at conveying the product's feel over its power.
However, and for a while now, Apple has become just as specs obsessed as Android and are letting the product's feel/UX fall by the wayside.
Just look at their main iPhone page: https://www.apple.com/iphone-6/
It is primarily about specs (screen, processor, etc). Heck the entire iPhone 6 product is about power/performance/bigger-is-better.