Photos will show you all photos as new, that are not exactly identical files. Photos is comparing the file attributes to detect duplicates, that have already been imported.
In some cases the duplicate detection cannot recognise a photo as already imported, for example, if you are changing the format when importing the photo, or when you are using iCloud services on the iPhone.
- Are you taking the photos on your iPhone in the high efficiency format HEIF, but importing them as JPEGs? Then the photos will always appear as new photos.
- Or, if you are using My Photo Stream, the streamed photos on the iPhone will appear as new photos, because they are smaller than the full size versions on your Mac.
- Or, if you are using iCloud Photos, the downloaded files on the iPhone are not identical to the files already on your Mac.
To avoid duplicates when downloading from the iPhone, do not mix iCloud services with the manual import, or don't import summarily all new photos that are shown as new.
And avoid the conversion of the format, when importing. If you are shooting HEIF on the iPhone, import the files as HEIF and do not convert them to a more compatible format,