Apple takes the lead again in predictability. Shareholders do not want giant companies to take any risks. Tim can’t afford that
More like there’s no real reason to. People are holding on to their phones longer and upgrading less often. There just isn’t much impetus to come up with a radical iPhone redesign every year or two.
The iPhone 6 form factor lasted 4 years. I won’t be surprised if Apple hangs on to the iPhone X design for at least 5 years with minor visual updates and incremental improvements every year.
It also make good strategic sense, because it allows Apple to keep iterating and improving on an already great design. It’s a lot easier to develop new features when you know the specs and dimensions of your product beforehand.
Moving forward, expect the major updates to come from the Apple Watch and the rumoured AR glasses. Plus the odd accessory here and there.
I don’t see this as a bad thing.