I have to wonder in the greater sense what you think a company is supposed to do when marketing a new product? You seem to indicate creating a demand through innovation, design and excellent marketing is a bad thing. So what do you say about every other product that is launched? When BMW launches a new car for example do you immediately write to all the BMW fan blogs and insult their intelligence for listening to BMW's marketing and being excited about the latests and greatest version of their favorite car? Is wanting to buy such a car simply because it is cool and no other car has it? Is it really that simply? Could it be some people really love their BMWs? Have you ever considered that?
Perhaps your post was just a joke but my comment is aimed at all such negative comments and there are plenty.
Unless it's something Apple can show 'improves the experience' they won't use it as a marketing lead. Retina Display, 3G, Siri. Camera, battery life, Video, iPhoto, Calendar... all are things you 'use' on the phone. You never heard them advertising the 'external antenna' (thank god... that would have been a major backfire), or the A5 Chip, or the GB of storage, or the 11N wireless... those are invisible. Sight, sound, interaction, response, size (small) ... that's their lead on the phone.
My guess is if they increase the size of the screen, it will be in a message of 'fits in the same pocket' as before.