In the past a change in form factor has indicated a new generation of device. Sometimes this includes significant internal changes, but sometimes not.How is form factor a major change?
Would you consider the iPhone 6 a major change from the iPhone 5s?
I think most people would, but the performance differences between the two models are very small, and could barely qualify as a spec bump. It was the form factor change that differentiate the two generations, not the internals.
Maybe, but that isn't really the point.Seems cosmetic to me and nowadays what much more can be done with external design?
The point is that there was a change in typical cycle at which Apple released their products. Many fans of the iPhone that would get excited at the release of the new iPhone looked forward to this cycle of redesign, refresh, redesign, refresh, and so on.
This release cycle was most likely disrupted at the iPhone 7 launch by keeping a very similar design of the 6s, although I think an argument could be made that the cycle was first disrupted with the iPhone 6s.
When the cycle changed, the attitude and mood right before and after the iPhone events changed as well.
Ok, I'll grant maybe shrinking or getting rid of bezels so you can have more screen in a smaller device but people seem fixated on the look and shape of the phone
Whether or not the form factor can be changed isn't really the point of my post, as I was just illustrating to why I think there has been a change in the attitude and mood of consumers around the launch of a new iPhone.
But, I will add that there is always physical changes that could be done to improve the form factor, and not just cosmetic ones, but functional ones too.
Although cosmetic improvements do have their place. Jony Ive was once quoted saying that he wanted a iPhone design that appeared as a single sheet of glass.
Apple hasn't gotten there yet.