Every year the new model has a gimmick - I mean, a new, unique, compelling selling point. 3G: 3G! 3GS: Speed! 4: Retina Display! 4S: Siri! 5: 4G! 5S: Touc

Every year the new model has a gimmick - I mean, a new, unique, compelling selling point. 3G: 3G! 3GS: Speed! 4: Retina Display! 4S: Siri! 5: 4G! 5S: Touch ID! 64bit! 6: Finally bigger size! Also, Apple Pay! 6S: 3D Touch! (groan) 7: Dual camera! X: Face ID! Xs Max: Even bigger! Dual Sim! 11 ProMax: Triple camera! 12 ProMax: 5G, Lidar! 5G is meaningless to a lot of people, yours truly included, and will most likely stay meaningless for a couple years at least, given the tiny deployments and the minimal speed advantage. But it's a big deal so it had to be one new model year's gimmick. I'm happy we got over it, so maybe next year they'll have to come up with something I actually care to buy.