Correct. And Tim Cook knows that, which is precisely why he does it. Cook knows the vast majority of customers are not going to check the specs, and instead they'll just assume that it's the latest model and therefore must be faster than the previous year's model.
I am pro-consumer.
That said, if people are comfortable outlaying a significant amount of money (and I would characterize all iPhone prices as a "significant amount") to buy a device, and
still don't know or don't want to check the specs...at that point, that's on
them. Caveat Emptor has to come into play at some point, instead of expecting the corporation who makes the specs known having to compensate for the inertia of people who have the ability, but not the will—to inform themselves.
Besides, one could easily make the flip-side-of-the-same-coin argument, that outside of the insular, self-selecting, tech-or-at-least-Apple-enthusiast community (including myself, and probably anyone reading this) that cares enough about this stuff enough to use their own free time post to a message board/forum about it—the people buying iPhones without looking at spec sheets do that because they
don't care, not because they are being duped. They're buying a phone because it's faster than the one it's replacing, not because they care about how it fairs against the previous year's model that they in all likelihood don't have.
I don't buy the premise that there are scores of people out there who
both:
1. ...care about the specs so little that they don't even check them
2. ...but care
just enough that they are A) aware of and B) have developed so much confidence in the assumption that the processor is upgraded every year, that they don't have to look.
Anecdotally—as you can see evidence of in this very thread—the likely majority of laypeople not steeping themselves in tech/Apple news and/or discussion are more likely to think, "Apple puts out basically the same phone every year" than "I expect a generational processor leap every year, to the point where I don't even look to check if that is the case either during pre-purchase, purchase, or even in the post-purchase return period." That is a STRETCH.