Because they want your money every 6-12 months you will be required to upgrade therefore all their executives get a big fat bonus as the new Apple customers are steered towards paying for training sessions at the Apple stores to teach them how to continue buying more and more. As they figure out that bundling hardware devices into glued electronic hardware that can be crippled via software updates and upgrades the new Apple converts are always eager to replace the hardware, and the faster there is something 'newer' slimmer and rose gold they seem to be more open toward the idea of removing functionality from one device to buy another one that makes you even more dependent. So expect to have the clock removed from the iPhone as well as the Mac to force you into buying an Apple Watch S plus in order to know what time is it, an iPad paper slim to be able to read PDF docs, a beats music mini pill in-ear-implant to listen to any sound from all your Apple devices, phone calls and it recharges while you sleep therefore you are forced to take a nap in the middle of the day because it's eco friendly (you have to stop polluting the environment)...