yep agreed, there has definitely been a big shift in priorities. When iPhones had dramatic hardware improvements every year (remember the S phones, 4s/5s etc, thats how fast things were moving) revenue was ticking up from genuine innovation. Now people are mostly happy with their phones are keeping them longer, how do they maintain the growth? squeezing more out of what they've got, which is services revenue, which is naturally exploiting their monopoly more and more until someone stops them.