Far from it, Tiger. It's the tick-tock cycle. Intel do it; new gen one year, upgrade that gen the next, and then go to a new gen the following year.
And Apple have been doing it with the iPhone since its inception.
- Original iPhone
- iPhone 3G (Added 3G, new look)
- 3GS - Updated internals
- iPhone 4 (new look)
- 4S - updated internals
- 5 (new look)
- 5S - updated internals
The only exception to this rule is the original iPhone & the iPhone 3G; IMO that's mainly because the step between the two was so huge, and I think they learnt so much in the first year of production & design that they knew they could make it considerably thinner, lighter and better designed with the 3G.
So it's not something new, it's Apple's phone cycle.