The OP has it right.
If a company makes $300 million profit, it's shares can tumble because it gave a prediction of $320 million. When you're not selling you're loosing the chance to make money.
Retailers who have iPhone v1 in stock won't be able to send them back to apple for a refund when v2 comes out. They may be able to work out a deal of course, but I doubt they have no legal right to a refund from apple.
At the end of the day, it isn't about fancy products. They are just a means to an end. It's all about the company's bottom line.
C