Suppose they don't want to make the iphone perfect. Suppose they want to keep releasing an improved iphone every other year.
I'm sorry I have to bring this one up, but, that's sort of what capitalism is about.
if you make one product that is perfect, and never breaks, and lasts for a very long time,
then your consumers don't need to buy another product that offers same abilities, which means your company wont be selling products.. which is bad for the company.
they'll definitely make all of those improvements..but very slowly.. its in their best interest.
which is sad for technology evolution.
electric cars would have been made decades ago if it wasn't for capitalisms greed for money.