I think they say it doesn't matter because it rarely does. For example all the apps I owned an used when I was (still am, just not primarily) using Android work on Gingerbread, Honeycomb, Ice Cream Sandwich, Jelly Bean (w/ and w/o project butter) and KitKat. That's 5 versions of Android that made no difference to me the end user.
Features that come with a new version of the OS isn't a very good example either because Apple leaves out features for older devices too. An example would be Siri on the iPhone 4. Why would my Motorola Xoom get Google Now with Jelly Bean but my iPad 2 didn't get Siri with iOS 5? The iPad 2 is newer then the Motorola Xoom. Hardware? Seemed to work flawlessly when JB.
Yet people rave about Apple updates because they get a higher number next to version under settings.
To me updates between both have their pros and cons and someone saying Android updates don't matter isn't necessarily lying.
Apple provides updates and that gets you a higher version number with functionality supported with the hardware you have. The reason, IMO, Siri was not included on the 4 was the hardware wasn't up to snuff to support Siri. Simple explanation.