Apple is going to do what any smart company would do in the face of increasing competition.
Adapt.
If they don't adapt, look at RIM now... When Steve Jobs showed off the first iPhone in 2007, that was suppose to be RIM's golden age. RIM was suppose to be on that stage showing off to the world, but Apple snuck up behind and they couldn't adapt to the changes in the smartphone industry. They're really 5 years too late with Blackberry 10.
You might find colors and different screen sizes weird, but to be frank, Apple doesn't care about you. If those are going to attract more customers, they're going to do it regardless of previous history.