What Apple needs to do is be the first to "something better".
Actually no. Cutting edge technology means its not tested enough. When Apple sells 10m iphone per month, 6 months later they do not want to do a recall program on the faulty "new technology".
There are people out there that will always buy the latest and greatest, sure, but it shouldn't be the flagship product that millions rely on for business, life, school, and even health sector.