Welcome to Samsung and LG. They are the ones who will perfect it, not Apple.
This.
Sure, Apple strives for the absolute best, and will continue to do so in a post-Steve word. But let's not overlook the obvious...Apple simply makes corporate boardroom demands from OEM manufacturers about it's component requirements.
So, the real stars are the 3rd party manufacturers who produce the tech for Apple.
Beauty is in the eye of the shareholder, and AAPL is quite the contract to win here.