[momotomo]

Crux of the discussion? It's become a market norm to have more, new, novelty. If the only selling point of an iPhone iteration was bugfixes, stability and refinement of the workflows it would just be interpreted as a list of things that were wrong with the previous product.

I think from one perspective advertising refinement is perceived as perpetual incompetence with respect to your capability to deliver a quality product. Horrible inversion of logic.

[pbhjpbhj]

>it would just be interpreted as a list of things that were wrong with the previous product //

It would actually be a list of things that were wrong with the previous product - so what's wrong with that?

[momotomo]

This is me being subjective and not having much marketing education so someone may want to correct the idea:

From a literal perspective, not much, but in terms of perception and marketing I'd estimate a whole lot. Each product is still representing your brand and a potential option for buyers. You want to encourage someone to be excited about moving to your new product or platform without presenting the case that the old one is inferior or somehow deficient.

Consider if they iPhone was released with a strong focus on the improvements and bugfixes on the existing features without many new additions. Personally this is amazing, I'd be excited about that, but for many (average joe consumer) people I'd estimate it raises some key questions - why was there so much wrong? What will be wrong with the new one? Why do these products have so many issues?

Consider if iPhone was listing fixes and corrections and phone x was advertising all of their new features and updates with no mention of any rectification - personally, I'd be tempted just to pursue the one that was "best". Especially in a flooded market where it's hard to make a legitimate choice, it's much easier if one thing looks broken and one thing looks wonderful.

Most companies are really just going through the process of iterative refinement but I think you need the feature icing to sell them to people, or really: to take the focus off of the fact the product needed rework, and on to the fact there's super super shiny new things! You quickly forget to engage your critical thinking when being dazzled with this kind of thing.

To be hyperbolic with the example - consider cars. When a manufacturer releases a new model and advertises the safety and performance enhancements, it may be likely that they were addressing issues with the previous model, but presenting them as new functionality. This is much more appropriate for a brand than saying "we've addressed the issue with our brake and suspension package that was contributing to people losing control of the car" or "we've redesigned the porting of the heads on the engine so it's not running as inefficiency". If you have the choice between the perceived perfection of one brand versus the other admitting a few people wound up wrapped around trees and they needed to iterate their design (even if both companies are following exactly the same process), it becomes a pretty easy choice, right or wrong.