A beautiful sports car isn't as heavily reliant on software though. If we're going to do analogies, then it's like getting excited about an updated wheel-base on the latest hatchback. Smartphone hardware is a mature market now - what's still evolving fast is the software.The very same moment people stop being excited about sexy sports cars or beautiful people...
The odd rounded corner here-and-there isn't going to excite me, but give me a new operating system with loads of cool features, and now you've captivated my attention....