Maybe I phrased it wrong. What I mean is: Apple is not really relying on best specs, best technology anymore.
Just like Gucci doesn't have to come with totally new bag all the time. And that makes sense as they won't be able to be the best all the time.
Just as long as they are perceived to be the best by their loyal fanbase, they will do well. That's also why a smart watch (very much a fashion item) is so important to the lineup. Or white headbuds. It's all to build brand. It doesn't have to be the best, just perceived to be.