Come on...I love Apple, but Apple LOVES exclusivity - it gives them more control, and brings in more money (and as a private business, they have all the right in the world to do this, and it is a financially ingenious play.) A microSD card, upgradable RAM, the 3.5mm headjack, and upgradable hard drives don't bring in the money. Lightning, soldered RAM, wireless charging that must use a base they make or contract, hard drives built into the logic board, and TB3 that only works on select products bring in the heavy dough.
What constitutes a "better phone" is what constitutes a "more profitable phone," whether that be volume, profit margin, accessories, planned obsolescence, or a change in how carriers advertise/contract. Presumably, the next iPhone will pull out all the stops (as will the phones from other companies) due to changes in how carriers are treating flagship smartphones.