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Unfortunately, I think one of their problems is that iPhones last too long. I'm still very happy with my iPhone 6. The spec updates aren't as tantalizing as they used to be.

Don't worry. Many people buy new ones based on gimmicks (the notch, marginally thinner devices, etc). But they're running out of those too.

Having a reputation for low quality would kill the demand they have now. Their strategy is to entice upgrades, not to replace on breakage. Which is better, as it makes for a happier consumer that had choices on this.

BTW: did you change your battery?

Apple tried a slow drip of already ready features for half a decade

But they couldnt do it forever

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