Last year it was 5th generation iPhone, with an A5 processor, running iOS 5 and 3G being called the iPhone 4s. Same thing right?
I guess it's because the numbers at the end of phones, like superficial redesigns are important to average consumers, and macs, iPods and iPads will continue without numbers.
I just figured that with the iPad they went with "The new iPad" to avoid the "iPad 3 / 4G LTE" confusion. I thought marketing was being sensitive to the marketing of both "3" and "4G" so I figured the same would apply here since "4G" is a new feature they want to tout and "iOS 6" is something they want to tout and throwing a "5" in there would just be confusing, so again, I assumed Apple would go with the same game plan and do "The new iPhone".