Steve Jobs addressed this exact point during a 2011 keynote [0]:
> It is in Apple’s DNA that technology alone is not enough—it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing.
Where they have lost their vision is in the iPhone and Mac lines which are simply so profitable that there is no reason to mess with a good thing.
Hardly anyone seems to remember how the iPhone used to be small enough to fit in one hand or in any pocket. As people became increasingly addicted to phones to the point of having them outside the pocket more often than not, bigger phones made more desirable, but Steve Jobs insisted on keeping it small. He said nobody wanted a big phone, but since it was obvious users did want it, I'm wondering if there was another reason. He died, then a few years afterwards, Apple released the larger iPhone 6.