let's face it people want better value but jumping ship from the Apple ecosystem is a big effort if you rely on it. Apple know that. They assume it is too hard for most people. And they get away with it until the price pain hurts so much people will start afresh.
more likely people will hold onto phones longer. 2 years becomes 3. I did it with my 6s+.
Yup, this is the essence of it. Apple has me locked into their ecosystem. It would take not just one great product but a family of great products for me to abandon the terrific integration I get among my Mac, iPhone, iPad, watch, and apple tv.
Buuuuut... Apple's prices have pushed me to hold onto my devices much longer. My Mac is 5 years old - that's a record for me. My iPad is 4, also a record. My phone is only a year and a half old (didn't get it at release), but I'm going to keep it at least until next September, when it will be 2.5, and that will be another record for me.
That's partially because apple has done a great (too great?) job of keeping older hardware running on the newest software. (Aside: I think the talk of planned obsolescence is total crap. Nobody else keeps old hardware running as smoothly and problem-free on the latest OS releases as Apple does.). But it's also because the value proposition of Apple's new hardware is bad. I could probably be persuaded to upgrade to a shiny new toy, even though I don't
need it, if I saw the value in their newer releases, but we're seeing skyrocketing prices that often come with design compromises that feel like a step BACK from what I have now (legacy ports, notch, headphone jack, touchID, etc.).
if I'm going to spend $1,000 on a new phone or iPad, or $2000 on a new Mac, I want that new device to be unequivocally superior to what it's replacing - a better experience in every way. And I'm just not seeing that, so I'm not buying.