Neil Cybart, writing for Above Avalon:

Apple knows that one day the world will move beyond the iPhone. That day won’t be tomorrow, next month, or even next year. It may not even be for another five years. Apple could very well make another trillion dollars of revenue from the iPhone. But it is inevitable that the iPhone will eventually lose relevency. Apple knows the best way of navigating such a future is to be the one that makes the iPhone irrelevant.

Apple has to think this way. This is solid long term thinking, certainly, but it is also forced on them by the battle of the two Apples, one driven by thoughtful curiosity and inventiveness, and the other by market forces.