Agree. But I believe Apple thinks they also need to move harder into "services" and, I suppose, now ads. I think Apple recognizes that the high-margin hardware business is not not sustainable. Especially as everyone who would want an iPhone already owns one. Apple needs to grow somewhere.
I want an iPhone but im not sacrificing my entire ecosystem of USB-C charger, batteries, car chargers, etc that i can share between my laptop and headphones to mix in lightning nonsense. When iPhone goes USB-C I'll buy.