Comment by celsoazevedo

OP also complained about the "lack of significant evolution", that's why I gave those examples.

Like the brands I've mentioned, Apple buys their camera sensors (from Sony), battery, and display. And yet they don't have the best camera sensors, the newer higher capacity batteries, the latest display tech, etc.

You can go 2 or 3 iterations before seeing a real improvement, and it's not always because better tech doesn't exist. They're just not pushing hard.