In the end it's a light bulb. They can't do much more.
The basic features are brightness, CRI, watts/lumen, standby consumption, color quality and how fast is the response. The rest are bonuses (e.g. Homekit, design) and don't matter for everybody.
As of today, the visible things that changed are brightness (not with much) and shape. Also watts/lumen.
I am surprised they didn't try to increase the brightness to a higher value (maybe cooling them would have been a problem.. not really).