It's always been the way, "next year's" model generally appears about August onwards, it usually means a colour change to that stripe that runs down the frame, and if you wait long enough, a substantial discount available on "this year's" model. Around October or November is a marvellous time to buy a 2020 bike, you'll get a third off for what is (most often) materially the same machine.
I realise as I say that, that i sound like a grumpy Skipdiver, but actually I'm in both camps here. I bought a TCR discounted by over a third (nearly 400 quid off) a few years back as I couldn't give a toss about what colour stripe it had. On the other hand I also paid full whack for my "next year's model" tourer last October because it came in exactly the colour I'd always dreamed of (orange), where the "current" year was red and a full 300 quid cheaper. So I'm also that guy that has basically paid a huge premium for some paint. 😄