Small gripe but could Apple please stop touting "the most powerful X ever" whenever they release a new generation product. I wonder if the iPhone 9/XI will be

Small gripe but could Apple please stop touting "the most powerful X ever" whenever they release a new generation product. I wonder if the iPhone 9/XI will be the most powerful iPhone ever? Guess I need to wait for an apple announcement to make sure it doesn't revert back to an A7 chip :/