Apple are like the Porsche of the technological atmosphere. Throughout future models they will just change the design ever so slightly until in 80 years it becomes something new.

It's also good marketing, because if every year, you have a new device that looks different, people are not going to know what device that is manufacturer wise. People see a rectangle phone with a band on the side and they say " Oh an Apple iPhone".

They did redesign the Mac Pro tho, which I think looks really nice and compact. And I love the iPhone 5s, the first 64 bit CPU for a phone. All though the chip size is a bit huge, the finger print scanner is also a big plus, as well as that nice silver and champagne color.