From the linked article: There’s a reason why, just as with all five of its predecessors, it just says “iPhone” on the back. An awfully awkward sentence in a m

From the linked article: There’s a reason why, just as with all five of its predecessors, it just says “iPhone” on the back. An awfully awkward sentence in a muddled closing, but in context he's not saying it's worth buying just because it says "iPhone". He's saying that they all have just said "iPhone" rather than additionally having the model number.