Apple's real affair, along with the rest of the tech industry, is with countries like Ireland and Austria are "neutral" in the sense that they allowed untaxed gains to flow into them much like Switzerland did in WWII.
They need to adjust to a world where people may buy their devices every two, three, even five years and hold onto them -- especially since China has control of those rapidly depleting rare earth mineral deposits that you need for the overly thin batteries.
Or folks can switch to Android, who seemed to have gone full Pirates of Silicon Valley and stolen the good features from iOS, last I poked around someone's phone.
(Let's be real: at this point they're just doing tweaks, not coming up with major enhancements.)