Yes.

Because logically you improve everytime, primarily why Cook comes onto stage every year saying:

"This is our best iPhone yet"

or insert whatever apple product you want.

> Ladies and Gentleman, for the 17th year in a row, the future of robotics has arrived.

https://comb.io/8ajSgE

And for a good while they could actually have made a believable claim for it

Now, it's just pure marketing speak