Thats a very good observation.... It also gives an "impression" that every product being launched is actually a one of its kind...even though the hardware components being used may not offer significant performance gains compared to the previous generation. Actually I dont think Apple gives the same level of importance to the hardware as compared to their software.
This should be absolutely no surprise to anyone. When the CDMA version of the iPhone 4 was launched for Verizon's network, teardowns soon revealed that it used the Qualcomm universal baseband chip, not a CDMA-only chip. People immediately began wondering how soon the "world iPhone" would be announced. Simplifying the BOM and the supply chain for all iPhones was a logical and expected next step.
This is Apple's way. Break them and make sure no one can boast they power you. It is that simple. Apple is simply smart. Can you imagine how they do this? Next season it will be another company. No permanent friend, just permanent interest.
It may be good move by Apple. What are other salient technical features for this switch over?
Is that now we can touch anywhere on iPhone5 without dropping the signal? This time, Apple must check it good. Steve Job will demonstrate this feature.