The product was called iphone 5. On the apple site it was called iphone 5. At the keynote it was called iphone 5. On the slides it was called iphone 5. The iPad 3rd gen was called "The New iPad". It's quite simple really. I'm referring to the names apple used to refer to the devices. It's obvious they would call a particular device "new" when referring to it in conversation as it was, erm, new.