The problem is that it draws attention to the fact that other than literally a size change, there is not terribly much that makes this an unusually "big" update.

I guess. They can't all be the 'biggest' though. And the subtlety is in fact the play on typical marketing-speak, which, as evidenced by the parent comment here -- and many others -- is typically ingested wholesale by the consuming public.

I imagine AAPL are not worried about turning off the hyper-literal critics amongst the crowd.

Good lord, what am I doing debating/discussing a marketing headline... Anyway.

Oh, don't get me wrong. I don't mean to fault them for not changing much; sometimes there simply isn't a lot that should be changed. I just think it wasn't a particularly bright wording.