For everyone who was underwhelmed with the iPhone 5 because of its similar design to it predecessor, here is a little part of an article that perfectly explains Apples philosophy of their designs.
"What Apple has become is the Porsche 911 of the mobile device world.
Porsche is remarkable because, like Apple, it is based on the essense of what a sports car should look like. Every time a new Porsche is released it's not designed, but rather refined as the state of technology changes.
This is what Apple has become. The iPad, Macbook, Cinema Display, iPod, Apple TV, and the iPhone is a Porsche 911. A very beautiful and extremely capable thing ...not designed, but refined.
The iPhone 5 is going to look like a refined version of the iPhone 4S. The iPhone 5S is going to look like a refined version of the iPhone 5, and the iPhone 6 a refined version of that.
I don't mean any of this in a negative way. The Porsche 911 is well known as the best all-round sports car out there, and Apple works is the same way."
http://www.baekdal.com/insights/apple-is-the-new-porsche-911/
"What Apple has become is the Porsche 911 of the mobile device world.
Porsche is remarkable because, like Apple, it is based on the essense of what a sports car should look like. Every time a new Porsche is released it's not designed, but rather refined as the state of technology changes.
This is what Apple has become. The iPad, Macbook, Cinema Display, iPod, Apple TV, and the iPhone is a Porsche 911. A very beautiful and extremely capable thing ...not designed, but refined.
The iPhone 5 is going to look like a refined version of the iPhone 4S. The iPhone 5S is going to look like a refined version of the iPhone 5, and the iPhone 6 a refined version of that.
I don't mean any of this in a negative way. The Porsche 911 is well known as the best all-round sports car out there, and Apple works is the same way."
http://www.baekdal.com/insights/apple-is-the-new-porsche-911/