One other thing to consider is changes in how these are marketed.
When the iPhone was new the speed increases were compared to the prior years device and you got 40%-100% gains in speed.
In more recent years you still get a 40% increase but they changed the comparison devices, it’s the new device vs something older than last years device – perhaps a two year old phone.
These are often based on the “upgrade cycle” people have and so can be somewhat justified.
However the X% faster marketing needs to be read along with the small print to confirm that the comparison is valid.
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