In one of his classic pieces for Cult Of Mac entitled "Why the iPhone 5 is Too Radical" Mike Elgan explains brilliantly what "the Apple Way" is exactly:
Apple is the ultimate “Why?” company. Every new feature faces a harsh spotlight of inquiry. Why is now the right time to launch an NFC-based digital wallet? (It’s not the right time.) Why is now the right time to add a fingerprint reader. (It’s not.) Why add a hologram?
He contrasts it nicely with other companies, like Google, who are the ultimate "Why not?" companies. They'll stick anything under the sun to a new device just cause they can. He also explains clearly that the "pundits" are out of touch with the common users and to what extent the gap between those who write about technology and those who actually use it on a day to day basis is widening every day.
That being said: I still don't own an iPhone 5, I haven't even held one in my hands yet. I best refrain from "reviewing" it until such time as I have some real-world experience with it.