Well not exactly. They tend to titrate out features/updates to make them seem like something new groundbreaking. And as much as I like OS X, I admit they do the same ruse on that too. For example it took until a few months ago for them to make "using the address bar in Safari as a search box" when other browsers did it year ago...then having the audacity to boast it as a new great feature. For the iPhone they say Facebook integration is new and better, but other phones already did it. Allowing signatures for different email accounts? Wow that's advanced...other phones did that years ago.
Some people also think they do the same with hardware. People often are critical of new Apple computers saying the tech in them is outdated tech and not the latest and greatest. Which doesn't always mean a bad thing, if it works well with the software that's better than having the greatest newest hardware and an OS that can't handle it.
All they've done with the iPhone 5 is slightly tweak the body to make it longer and changed the back. They bumped the specs inside which is what most phone makers/computer makers do. Then they slapped on some UI improvements, many of which aren't groundbreaking or new, they just tell you it's advanced and new.
I still like Apple's computers but their phones are becoming a joke. The hardware isn't groundbreaking, they purposefully hold off on basic updates/basic features than drop them like they are the next big thing. Spec bumps don't count, every piece of tech hardware is expected to do that. The only feature on iPhone that actually got me interested was Passbook or Passport and that's not even unique to the 5, it's just in the OS and NFC was already in other phones before that. And lets not forget that nearly EVERY phone on the market today uses the same power/usb connector except Apple. And Apple decided to go even further and change the plug again rendering many accessories useless without paying them more for an adapter.
For the iPhone Apple is good at making old tech seem new and for figuring out how to get people to spend more money through apps, adapters, and touting minor changes as groundbreaking and must have. I'm sorry but there's no way the iPhone 5 is that much different than the iPhone 4s or 4 other than the iOS 6 which is basic at best and available on multiple iPhones anyways.
I'll readily say I had a 4s and wasn't impressed. It's great for games, multimedia, and taking photos but was sorely lacking in basic communication purposes and basic usefulness and for me that's what makes a good smartphone. And maybe it's personal too, I realized I downloaded a bunch of apps that I ended up never using, it really struck me as a toy and I don't mean that as a cheap shot or to be mean natured, I mean it just felt more like an entertainment toy rather than a communications/productivity tool.