I totally agree with you there, but it's abit of a downer knowing your paying £500+ for a brand new smartphone, and only getting a small incremental increase in speed over the last generation that being the 5S, where when the 5S was launched it was a big increase over the 5, it just what you expect these days when a new generation of smartphone comes out.
It was widely rumored from the start that this year Apple was focusing on efficiency with the A8, not performance. They've already got incredible performance with the 5S, especially on the GPU front. The fact that the A7 in the 5s can power the same extremely dense display in the iPad Air and Mini with no problems is a testament to this, so future versions of iOS should have no problems either. The CPU, just as with the GPU, is also extremely quick and easily handled anything anyone could throw at it and then some. No one ever complained that their 5S was laggy or slow, but people did complain about battery life, myself included. So, what did Apple do?
They DID increase CPU performance with the A8 by 25%, not by much, but they did (even when they really didn't have to in the first place since it was already blisteringly quick, and they significantly increased GPU performance, which again was already extremely good. Instead of further trying to increase performance for performance sake, they decided to focus on efficiency because that directly correlates with one of the things that people complain about most often: battery life. And what did they do in that aspect of things? They made HUGE gains in efficiency. They managed to increase both CPU and GPU performance from the A7 into the smaller A8 while also making it 50% more power efficient. How are you overlooking such a massive efficiency increase? The fact that performance wasn't decreased in an effort to improve efficiency is a testament to how skilled Apple's SoC engineers are.
The fact that this massive efficiency improvement is being overlooked blows my mind. Would you rather more performance that would likely be unnoticed other than in your precious benchmarks, or would you like improvements in efficiency which is something that anyone would notice right off the bat? I don't know about you, but I'd go for efficiency and battery life any day.
The fact that they're focusing more on efficiency than performance for this generation is one of the defining reasons why I, personally, am buying the iPhone 6. I'm sick of my barely making it through half a day. What good is amazing performance if it doesn't last?