Apple does that retrofitting most years
So does everybody, because innovation is HARD and often requires some new breakthrough technological development.
It simply doesn't happen every year, no matter how much talent, money and time you throw at it. Some of it is chance - you can improve your chances by throwing the above at it, but there is no guarantee!
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Day 1 perfect performance almost 3 years and thousands of hours worth of use is not something that is easy to achieve, nor pull away from. Apples competition isn’t Samsung. It’s them selves. They make a good product THAT LASTS. That’s not something that them other guys using the other guys’s OS can brag about. They don’t know what that’s like.
And this is why apple are focused on services.
At some point (until the next major leap) devices are "good enough".
I would argue that in terms of phones, my iPhone 7 reached that point. Certainly a 2020 SE is there already until some new feature that demands far more of the device is revealed (like wireless AR glasses for example).
Eventually the cost of all hardware heads towards zero and the incentive to upgrade diminishes. The long term money is in content and services.
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