11 years after Steve Jobs left Apple, the company was in big trouble. Now Jobs is gone for 12-13 years and the company is again in big troubles (but without going insolvent, Apple has more than enough money). When Jobs returned to Apple, he removed 90% of Apples 350 different products, cutting that number down to just ten products.
https://medium.com/codex/what-would-steve-jobs-do-if-he-returned-to-apple-today-f3ef61044a7e
Tim Cook creates new product versions in order to maximise revenue and now we have iPhone, iPhone Pro, SE, Max, Ultra, Ultra Max SE and only god knows what else will come to the stores.
iPhone and iPhone max would be enough. Both shipping at a reasonable price. Am I going to buy an iPhone super deluxe ultimate max for 1500 bucks, just cecause it ships with a periscope camera? Hell no!
But i would buy an iPhone with periscope camera for $900 - eventually. Smartphones are no longer that exciting.
Btw I won't buy Apples deep sea divers AR goggles for another 2 or 3K. That technology may be interesting for a small subset of people, but it won't enter the mass market anytime soon.