I think Apple has held off 120 Hz for so long precisely because the average person gets a bit of a jolt of "this device is fast, it runs so smooth compared to..." they can't quite immediately place until someone explains it's the refresh rate.

Without this, it'd be very hard for an average user to "feel" a performance difference between an A18 Pro in the Neo and say as far as the M5 Max in a MacBook Pro unless they had a "special" use case which really needed the extra CPU/GPU cores.

Of course, they can't stay forever on that. E.g. with the iPhone 17 they finally flipped the non-Pro over. Probably because it was starting to make the iPhone seem sluggish/stuttery compared to other phones more than it was making the iPhone 18 seem fast. Tablets have never seemed to be as fierce a market in terms of your average Joe comparing them, but I'd expect the same switch to being a liability instead of a tool will happen there as well (if they aren't already late to the game).