That makes sense and I don't disagree with that strategy overall, but when Apple has been both first with an innovation and the best, first multi-touch display smartphone, first high res retina display, they absolutely dominate their competition. Not pre-ordering an iphone 4 back in the day I had to wait I think almost a year for availability. Sold out everywhere and everyone wanted one. OK maybe not everyone but you get what I'm putting down.
Last big smartphone innovation Apple has had is face ID on a phone with a big notch which had the best security but not the best look. Before that? Mmmm retina displays? before that the original multi touch iphone?
Yes the processor improvements are amazing and dominate Android, but that's not what non tech buyers buy a new smartphone for and there are a lot more of them then there is of us. Even as a tech enthusiast, I don't buy a new iphone for processor improvements for at least 3 years.