The phone could just be a really nicely designed and well built 'shell' to hold the main board + display etc. Then every 2 years, instead of buying a whole new phone, you just get an upgrade to the internals.
It seems a little silly to pay too much attention to the external design of phones since most people only have them for a year then change.
I'd sort of like a beautifully designed custom phone shell into which I slot the latest internals with the new chips etc. Having the same phone shell for 10+ years, but seeing the internals upgrade would be nice.