The first part of your sentence is the key: at the time. If apple refuses to update their products in a timely manner, then they should adjust the price accordingly to current market value.
Based on your absurd rule, computer, cars, tablets, phones, and pretty much anything that improves over time, would have a constantly decreasing price from the day they are released, based on Manzanito-approved depreciation schedule, to account for the fact that technology is constantly evolving.
To say that's ridiculous on its face is an understatement.