This is very smart marketing for Apple. They have the assets (reputation, substantially different UX) that let them position their releases as new products rath

This is very smart marketing for Apple. They have the assets (reputation, substantially different UX) that let them position their releases as new products rather than improved versions of existing products. That said, most companies would fail completely if they tried this. The average startup wants their customers to quickly and easily recognize their product. YMMV.