That's marketing BS and you've been convinced by software companies that this is the correct focus. WRONG.
The company I work for provides a cloud based database solution. We had reached a point where customers were complaining that our software was becoming unstable and had too many bugs.
Management listened to the complaints and shifted focus to address bugs and stability concerns and focus less on look/feel changes and new features for a course of 6-12 months.
During that window of time many customers left us because the software was "too tired, too stale, competitors had features they wanted that we did not".
Marketing didn't convince me of anything. Customer feedback said it all.