I disagree.
You also need to get the best products.
While I do love my AirPods Pros, they are a sideline for Apple. It is just that Apple is so huge that a sideline business is a $13 billion annual business. So while nice on a straight dollar appearace, it is small on a percentage contribution.
I think Cook has totally blown it with Siri and HomePod. The iPhone is an annuity with just steady evolution, and the oft-mentioned "design" means very little since most are wrapped up in cases. He did OK with Cloud services but still lagged everyone else.
But as for a real new product, one even thinking of flagship status... we get updates to existing or stagnant voice speakers.