Apples are simple, generally very smooth running, well made devices. This appeals to a huge number of users along with feeling like they are the privileged because they own an Apple. they don't care about customization, just something that works and this will suit them, I think that's okay.
Obviously, there is lots of envy with regard to screen size and lack of screen-popping vividness, but Apple has tried to address that with an additional 1/2" of screen on the vertical and a somewhat improved brilliance to the images , but that's it. And perhaps this is enough to keep them happy.
Frankly, I was astonished with the 8MP camera, but my guess is their iPhone 5P P for photo, will boast a 12-15MP upgrade. Something to get the next batch of units selling.
They now have an additional 1 billion dollars for R&D, so I wonder what they will do with it.
Perhaps they will patent square cornered circles! lol