And?
It's pretty much the same phone as the current 5, with a different camera and some other gimmick feature.
This strategy of releasing a re-hash phone every other year will do nothing to boost sales and stop the marketshare bleeding.
They've followed the same pattern for every iPhone. Not sure why you're surprised. It seems to be working fine for Apple. It's probably not very realistic for you to expect them to redesign it every 6 months. Throwing out useless terms like marketshare bleeding doesn't help your case. Unrealistic and ignorant.