PlusThey could do whatever they put their mind on at that point, with more resources, talent and money than ever. They could have R&D labs that redefine mobile tech and user experience. Heck, if they could make a Retina display in 2010, they can make a notchless 120Hz display in 2020. They would have already rolled out Face ID 2 with 11 Pro at least. They would have fixed critical design flaws in their lineup like that Magic Mouse 2 charging port and the Pencil 1, instead of retaining them forever. They would have applied and built on innovations like Magsafe and 3D Touch instead of letting them die on the vine. USB-c would be the standard across devices. They just won't. They know their stuff will sell anyway with whatever minimum effort they put. They wouldn't be a 2 trillion company weren't it for courageous nickel and diming
A They need to spread things our so there is a reason to buy each year
B If they did all that at once, they would alienate a great majority of customers with a $10k iPhone