I state it because there are a lot of people, predominantly on these boards and Youtube, and this isn't aimed at anyone in particular who seem to think that Apple does things by halves. They will look at the iPhone and consider it to be a 'lazy, tired design' (paraphrased) without thinking about why Apple hasn't changed the basic look of the iPhone in such a long time.
The reality being that the physical form of the iPhone is as much a part of the brand as the Apple logo on the back. Its the same reason Porsche haven't changed the design of the 911 in 50 years. They even go as far as letting you listen to the engine on their online store to reassure you nothing has changed. People want the reassurance that their new iPhone is as good as their old one. Its why the Apple Watch looks the same a decade on and why the Macbook hasn't really changed much in 20 years either.
No company does things on a whim because selling something requires prep, but Apple are at the top because they consider everything in minute detail.