timppu: I could be wrong of course, but I presume AppStore, ITunes etc. are more the cash cow for Apple, than trying to sell new phones (the market is already quite full, save for maybe developing countries).
So, it may be enough for Apple to keep up with the competition hardware- and feature-wise, rather that trying to wow the world again with something really new and spectacular. Just so that existing Apple users, or potential new users, don't get any urge to buy also some Samsung or Nokia Lumia in the near future because of their better features.
In that sense it is not really surprising if Apple is not even seriously trying to release something wildly new and different, at least ones replacing their already successful products.
That's pretty much it, Apple goes for the biggest splash on the introduction of a new device and then iterates after that.
However, Apple still makes most of their money on hardware. The last I heard Apple pretty much breaks even on iTunes music and makes some profit, but not gobs of money on Apps. That may have changed, but I'm pretty sure selling devices is still their primary money maker. Samsung and Apple are the two leading smartphone makers (samsung actually surpassed Apple this summer I think) - especially in the high end smartphone market where sales volume is lower but margins are higher. The cheaper smart phones still outsell the premium ones, but Apple and Samsung make most of their money off of the flagship premium phones and the two companies combined make something ridiculous like 85-90% of the profits in the smartphone hardware sector. Apple make a much bigger percentage than Samsung, then Samsung make a much bigger percentage than anyone else. I can't remember the numbers though.
Amazon has more the strategy you refer to: make a small amount or even a loss on the device (and eBooks), but make money on the other services they offer.
