The older rifles looked pretty, some pretty ugly, but didn't shoot better than todays. Hunting rifles today are usually not as glossy as the old ones, the result of customer demand, more than manufacturing tolerances. I can't bring myself to buy a camo-painted stock, but use tape or removable paint. I've seen what a camo-painted gun looks like in the used gun rack; not a pretty sight.
I think the two areas that there have been major improvements in accuracy are in scopes and factory ammo. We used to get just under 2 moa for most factory ammo in the fifties and sixties and used to pay $12.75 for a box of .30-06. A few years ago, after hunting season, I paid $11 a box at WW for .270 Core-Locts and they were more accurate than the old rounds bought in the 60s.
Plastic shotshells/shotcups were a HUGE improvement over paper and felt wads. We used to shoot up all of last year's SG ammo, because it wasn't very good the next season.
The big difference in rifle ammo is the comparative costs. In 1060, the average wage was about $80 per week. Today it's maybe $350 or more, yet the cost of ammo isn't much more than back then. I was paying about $1.00 a box for high-speed .22LR ammo back then and now it's only about twice as much. Stingers were a big improvement in performance!
Scopes today almost all have multi-coated lenses, so the cheapest scopes are brighter than the best we had in the 50's-60's. Adjustments are more reliable and the price of a Leupold VXII is only about twice as much as a B&L Balvar 8B back then.