As of this writing, the iPhone XR and iPhone XS dominate the homepage of Apple’s website. Their pitch? Longer battery life, faster performance and better photo quality.

Sound familiar? This is the same pitch we’ve been hearing since these products came into being.

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Clearly, Apple's strategy is to keep its consumers' mouths watering via tiny, seemingly insignificant changes. From 2007 to 2009, the iPhone's various versions remained almost identical, with each iteration offering faster performance, longer battery life and better photos. Then the phones got bigger, until 2015, then smaller again, and then bigger again. Of course, each new version was faster, crisper, and longer-lasting.