Lol yeah, I suppose they're not lying about it, but like you say its tiresome, like why not build something so advanced that it takes years to better it? isn't that the more efficient use of time and resources?

TheBTCManual

tech

Apple unveils M3, M3 Pro, and M3 Max, the most advanced chips for a PC

I mean... If they always release the most advanced chip _so far_ it's not hard to understand that the next one _which they've spent a year to develope further_ is more advanced thus the most advanced chip again.

But it is tiresome to see it portrayed as such.