[HiHelloBolke]

Moreover it's interesting to see how Apple is marketing durability with new iPhones... some of this is a byproduct of their environment strategy, i.e to reuse parts and thus generate less waste and perhaps is economically sound in the long run. But as a consumer, when you are spending that much money, you are going to decide on durability rather than how environmentally friendly it is - although for apple both mean same thing.

When the market is already saturated with smartphones, the new features and technology in each new release have become incremental. Also it's easier to do much more with the software.

Adding more hardware in a already complex, miniaturized device is difficult and may take more than the 2 year cycle...