Speaking solely for my perception after watching the ad linked above: It seems like the features they are highlighting for this phone are either baseline improv

Speaking solely for my perception after watching the ad linked above: It seems like the features they are highlighting for this phone are either baseline improvements that happen with every single new release (faster processor, better camera) or they are features which appear to be playing catch up with Android (voice recognition, notifications). It's certainly possible this set of improvements adds up to a terrific phone. But the ad did nothing at all to sell that to me.