The 3G to 3GS didn’t look very different, sure. 3GS to 4 looked completely different. 4S to 5 looked pretty different. 5s to 6 looked completely different. Since the 6, the phones have largely looked the same. The front of the 10 is the exception but even then, not huge.
MacBook pros - they’ve gotten thinner, trackpad is bigger, keyboard changed. But since ‘08 they’ve followed the same basic look.
I understand that design is a process of refinement. You find the shape, materials, textures etc that work best over time. Newness for the sake of newness is not good. But there’s not much surprising coming out of Apple from a hardware perspective like there used to be. I’ve lost interest in these new product reveals over time for that reason, as have many. The fanfare around these events have been a big part of what drives sales on launch day and early adoption in general. They’re losing that fanfare, and that’s just a bummer to me.