Not only, but the overuse of "Product X is the best $thing we have ever made", while hearing also "and we completely redesigned it" pretty much every year creates the overall impression that they keep getting things wrong.
It's a content-free statement, so it always makes jump to thinking about a sad distant future instead. Like a heat death of the universe, or when there is just a decline in economies of scale, the next phone might cease being the best ever produced.
