My personal example of my contribution to the raise of the installed base was: I've used the Christmas sales to buy a new iPhone for me and a new iPhone and new iPad for my parents. I've considered buying cheaper Android devices for the parents, but the ease of use of iOS and the better security compared to Android still won.
But, dear Apple, dear anybody from the company who maybe reads this: please don't let your current management levels dilute the old clear vision, the "ease of use" goal. My parents are especially annoyed, for example, by not being able to permanently disable the additional "Apps" buttons in the Message app that get in the way. Ditto for not being able to have the former "simple mode" of Notes. (And I'm personally annoyed by "a" looking too much as "o" in the Notes). It's hard to keep the focus that Jobs was able to reach, but please understand that that legacy is still something that motivates at least these older users that I know.
And one more detail: the iPhones I've bought are with the earphones jack, still! I'm not sure I will want these without it. Keep that feature somehow or this may be the drop that moves the writer of these words to the actions of the guy from the Samsung's "Growing Up" ad.