I feel that much of the criticism surrounding Apple tends to be quite shallow and superficial, as they lack a fundamental understand of just how Apple "rolls".
John Gruber explains how Apple's product development process is one of constant, relentless iteration.
www.macworld.com
This was an observation made in 2010 (way before I got my first Apple product), and I find it to be every bit as valid today (based on my observations of understanding of Apple as a company). The whole point is precisely that Apple builds via iteration. On its own, an action button may not seem like much, but when you put it together with the 4 other key features the 15 pro received this year (A17, titanium form factor, usb-c and better cameras), I think they all come together to form a solid list of updates that address a bunch of quality-of-life issues. As its products evolve, Apple pours ever more effort into incremental improvements in the details.
And I believe the market agrees. It's not that Apple has somehow forgotten how to innovate overnight. This is how they have always gone about innovating since Day 1 when Steve Jobs was still around. So it's not that Apple has changed, but that Apple evidently hasn't changed. This is what I mean, when I say that many critics here do not appear to understand how Apple continues to disrupt the conventional tenets of business, as their continued success proves how outstanding design and integration can drive demand in the mass market, as opposed to trying to be "first" with gimmicks like folding screens that still have not really caught on, just so a certain competitor can shout from the roof that they were "first" and therefore "innovative" by extension.
The iPhone is a black rectangle with a camera slapped on the back. I am not sure what kind of upgrades people here are expecting that will make each year's iPhone an instant "must-upgrade" over the previous year's, but I am certain they are neither feasible nor sustainable. Regardless, Apple appears to have a pretty good system going. We should be trying to study it, understand it, describe it and teach it. Not deny that it is happening, IMO.