Innovation can’t be stopped. It’s an evolving process. If you’re a tech company like Apple you better try to stay ahead of your competitors or at least be on par.These are mature products. No one needs innovation every year -- innovation comes incrementally. Think of minor year-to-year changes as compounding interest. Over one year, the change in value isn't so much, but 5% every year for multiple years starts to add up and can make a big difference to your bank account balance. The average lifespan of ownership for a new phone is 3-4 years. That's when users start comparing models and looking for relevant reasons to upgrade.
Since Apple has their new headquarter it looks like their tech evolution has almost come to a standstill while competitors copied the Apple sauce and even surpassed Apple on many fronts.
I believe in the evolution theory. Those who don’t evolve will ultimately go extinct. Apple will survive a little longer because they’ve a lot blubber on their bones. But according to evolution they deserve to go extinct.