There is a lot more marketing than tech. The analysts keep applauding things which are considered normal elsewhere. For example one says Apple looks for profits and revenue instead of volume. If it's indeed so, why introduce so many options such as big, small, mini and RAM/storage variants? It could've been a one-trick pony all through. On the positive side Apple is in a unique position to optimize the iPhone system software unlike Android phones. This should result in better performance though at a higher price.