1. Create good product. 2. Gain market share. 3. Gradually make product worse without losing market share. 4. Make product good again with giant price increa

1. Create good product. 2. Gain market share. 3. Gradually make product worse without losing market share. 4. Make product good again with giant price increase. 5. PROFIT! Apple is stuck on step 3. Either they don't know that step 4 exists, or they think they can squeeze more juice out of step 3, or they don't have the technical ability to do step 4.