I believe the Ultra classic had changes almost every single year. Maybe not MAJOR ones all the time, but changes none the less.
The one change I wished they would make - is get rid of that %$#@ air temp gage and replace it with an oil temp gage or something else that is actually useful.
That's called smart marketing. Sell something as standard equipment that is useless and then offer an optional piece to replace it that has value and the folks will buy it. Make money twice.