I agree they don't need to (and I believe their software needs lots of work, so stagnant hardware while they work on software should be fine). But, lack of innovation drives consumer fatigue, which hurts the brand (other companies will innovate and eat your customers).

>lack of innovation drives consumer fatigue, which hurts the brand (other companies will innovate and eat your customers).

But is adding features no one wants that sometimes degrade the user experience "innovation"?

I agree if they don't think about what consumers want and make updates they could get overtaken, but I don't think anyone is gonna jump to Android because they can get a 2MM smaller chassis --- the opposite, they might want an "innovative" phone with a removable and swappable battery, multiple SIMs, FM tuner, and a few other features that aren't "shiny" but the iPhone lacks.