I've said it for the majority of iPhones I've ever bought, it's the biggest anti climax of all gadgets I buy. It unfortunately doesn't stop me upgrading and getting excited for the box coming, after trying to find something new in the iOS, taking some pictures and testing the camera, it's then just like nothing has changed, other than being £1000 worse off
Yep! I remember upgrading from my 3GS to my 4. I was super excited. Then I realised it was pointless to get excited as as soon as I've restored my back up my phone operates exactly the same. So since then I've always thought of upgrades as relatively minor as it doesn't really change from phone to phone
3GS > 4 felt like an upgrade for the retina display and better fitting 3.5mm jack.
4 > 5 felt like an upgrade as the device was a bit thinner and the first real screen size change as well as introducing 4G.
5 > 6 felt like an upgrade as finally got to use a fingerprint reader and an even bigger screen again.
6 > 7+ felt like a huge upgrade as it was my first plus sized phone. Plus the dual lense camera made for some awesome shots at the time
7+ > X felt like a decent upgrade as it was the first time since the iPhone 6 that it underwent a radical change
X > XS Max I wouldn't have bothered upgrading if it wasn't for the fact I missed the 7+ screen and device size.
XS Max > 11 Pro Max - Beyond extra battery life and better camera it hasn't felt like a big update but it's not a bad one either.