It's been known to many as a fact: Apple does not care about making money, Apple only cares about making 'the best products'. I believe this is a lie. Apple's real goal is to keep profit margins as high as possible. This is not a real problem as long as their products are extremely competitive (or: when the competitors are weak). However, this has changed, competition is not so weak anymore. The iPhone 5 is a great phone, I have no doubts. The next phone however is already known to be a simple spec bump, the iPhone 5S. I honestly don't think think that in a fast-paced world as the smartphone world, the iPhone 5 can be 'the best smartphone' for two years long. In other words, when the 5S will be released, it will be a pretty good phone, possibly the best to date, but it won't be 'the best smartphone possible'. By the the time iPhone 5S will be released, there will be better screens, better cameras, better SOCs. The only reason why Apple will continue to keep the iPhone 5 design, is because it takes about 1 year to get yields to the maximum level. In other words, profit margins will be maximized after about one year, so Apple keeps the iPhone 5 in favor of a new design because it is more profitable, not because it's better. Apple cares more about their profit margin than they do about 'making the best products' and this compromizes Apple's competitivity. There is more than one fact which supports this statement. A good example is the storage capacity, they still sell 16 GB iPads and iPhones, even though some games are between 1 and 2 GB. 16 GB really does not ensure the best experience on an iOS device possible. My conclusion: in the end, Apple is not unlike any other company, they want to make as much money as possible to keep shareholders happy. Don't be fooled by Tim Cook saying all they care about is making the best products, because that's not true.