There's no need to lose face to the vast majority of their customers, who don't read tech blogs or know who Siracusa is.

They can just boldy advance forwarded in a rearward direction and claim whatever they want about it. They've done it multiple times - every new iPhone and iOS has looked "the best and newest" and made the last one that looked the best and newest look old-hat.

> … or know who Siracusa is.

Succinctly put.

You’re right that they’ve done that before. But I only remember Jobs and Ive doing it, and they have a reality distortion field.