There is an old saying on the water.
"Fish or cut bait."
In truth, you have to do both.
You fish with the bait you cut. You can't stop doing either one
or the whole process stops.
Unless Apple can come up with a great new magical thing, they will have to just tweak the parameters of the devices they have and sell them to the same old crowd of customers but that will get old.
So even if they can't get a great new magical thing, they might be able to bring in a not so great or new but still different thing that will be magical to a brand new crowd of customers.