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Mega evolutions, form changes/differences and primals don't count as new pokemon.
Factually, indeed they are not, but functionally, it takes more or less the same amount of time and thought to create and design them as it does standard Pokémon. So from a production standpoint, they would be "new" Pokémon, because there is very little difference in how the two are made. Similarly, they also marketed the Black and White Kyurem Formes as "new Pokémon" back before those games came out.