I have to agree with this point. The incrementalism is reaching such a small integer that it is getting increasingly more challenging to get excited over Apples' announcements.
I did upgrade to a 13 Pro Max from an XR, and I have to say.... I am actually feeling some buyer's remorse. Yes, this has more cameras, superior cameras, a better display, etc... Heck, it even went back to the design language of the 5 (my aesthetically favorite model). Still, within 3 hours of owning the phone, I found myself bewildered as to what value this was really adding to my life and workflow over the older XR. Again, the relatively new features are so incremental and small in the bigger picture that I felt the magic is leaving upgrading these devices.
Conclusion: Apple has played out this strategy far too long: Especially when coupled with over-the-top hype. At one point, their cautious approach of letting competitors experiment with new technology before they roll out a refined version of that tech worked. But it has played out so long and is happening so slowly that it is becoming damaging to Apple. Example: The incredibly slow rollout of the new design language and features throughout the iPad product line. The lack of innovation for the Apple Watch product line. There should be far more innovation here by now. By the time Apple intends to launch a foldable product, Samsung will have a 5-year lead. Five years of frustration and rocky results, but in the eyes of consumers they are at least forging ahead while Apple spins old product design languages with incredibly slow feature set rollouts. This is failure in the making.