A few thoughts, not complaints, but rather a reflection on what Apple has apparently chosen to do with the "look" of the upcoming iPhone.
If what we have been repeatedly seeing over the last week (the longer black form factor) is indeed the next iPhone, I believe one of the reasons that Apple chose to keep it almost exactly the same is that a tremendous amount of people like that look. So on a positive note, that makes sense for them to simply duplicate it, and make it a bit longer.
After giving it much consideration, I'm thinking the real priority may have been to achieve the 16:9 aspect ratio, which just happened to end up being 4.0" due to the decision to keep the phone the same width. Originally I thought perhaps the goal was nothing larger than 4.0" but when the prototypes kept appearing as the same width, then it occurred to me it's the 16:9, and maintaining the same width they were focused on, especially since that's a popular aspect ratio for other smartphones.
Another huge advantage of doing what Apple has chosen to do, is the advantage of keeping the costs very low. This will be the third year the phone looks exactly the same. I'm sure some will argue it looks different due to the length, but at a glance and from a short to long distance, the extra length will be unnoticeable.
Finally by repeating the same old design, it will give them a wonderful opportunity to make a very triumphant announcement at the next earnings call about how they've set yet another record for revenue.
Let's face it, the more money Apple makes, the happier the company is. There's a lot of people who will pay handsomely for that Apple Logo, no matter what.