Yes and that works...
Take out the headphone jack then sell AirPods to increase average revenue-per-phone accordingly. Give away lightning buds but then roll out new Macs without a Lightning jack. Embrace USB3C on Macs as the "one port to rule them all" but cling to Lightning on iDevices for it's profitable licensing and accessories business. Audio connection fragmentation for no consumer gain at all (AirPods would work with iPhones WITH a headphone jacks. Lightning buds would too).
Make the phone thinner & thinner then sell an add-on battery case (rather than keep the "nobody complains" thickness and filling the space with more battery).
Make the back of a brand new phone out of fragile glass, which practically begs for some kind of case add-on or $5XX in repairs if damaged.
Strip away all common-use ports from Macs and then sell an add-on dongle so that we can buy our way back to being able to connect our computers to just about anything else.
Secretly throttle, get caught, spin how it's "for our customers" and then "innovate" a software solution so that users can opt to throttle themselves or not.
Jack up the price and roll out a payment plan, driving the faithful to spin to others "only $8.XX more per month" to help sell fellow consumers on any price increase. Creatively expand the time and even a $2000 iPhone can be "only $8.XX per month."
The trick is: We BUY it (literally & figuratively). And then we'll get after other consumers for daring to notice and not just happily complying with whatever Apple wants us to do. We even sling "...but who makes the most profitable ______" and celebrate reports of "record profits" like we win something.
Welcome to the Appleverse.
And I'm STILL waiting for the new Pages to fully catch up to Pages 09... EIGHT YEARS LATER.