No, they didn't. The iPhone 4's model name is "iPhone 4", same for the "iPhone 4S". This one's model name is, according to the presentation, "the new iPad". You never see Apple refer to "iPhone 4" or "iPhone 4S" as "the n-th generation iPhone".
I'm not arguing the evolutionary/revolutionary angle, just that it's completely unprecedented for Apple to use TWO DIFFERENT NAMES to refer to ONE PRODUCT in their marketing materials.
I'm not arguing the evolutionary/revolutionary angle, just that it's completely unprecedented for Apple to use TWO DIFFERENT NAMES to refer to ONE PRODUCT in their marketing materials.