Definitely an interative / evolutionary improvement - but I think they've done a substantial number of things across the board that make it a significant upgrad

Definitely an interative / evolutionary improvement - but I think they've done a substantial number of things across the board that make it a significant upgrade. I think it's a hard sell though because they have no new "headline" feature to talk about and most of the new things are already in competing forms in other phones, in many cases arguably better. With the 4s they had Siri, past generations had things like Facetime, etc. With this they've got to convince people to get excited about what looks like an incremental improvement, and worse, they have to start doing what they hate - talking about tech specs - the processor is "twice as fast", the phone is thinner, etc. Apple hates competing on tech specs because they know it just sets a bar for all the OEMs to jump over and commoditize the feature. But that is what they have to do with this phone.