That's the reason people says Apple cant innovate anymore. Like earlier days they are not interested in stepping into future technology. They are more interested in making cheaper products, pack old things in new packet to get more sales and gain money with bigger market share
I think they still innovate and I think they do a little of what you say too — the 5se is a repackage job, but it's for a new audience too and I think that's good. I'm really okay with Apple making money.... it's better than if they are not making money as you can only do that so long before you're gone.