One possible solution, iPhone as a service. Guarantee the phones for 6 years with free battery (should they be needed) and software upgrades, plough R&D into making software, put lots of sensors and wearable items for health into the mix over time and charge a monthly fee. Refresh the phones every 3 years with a discount for subscribers but make the service non-transferable making second hand iPhones obsolete. Yes it's evil but I think it's something Apple would go for.
Biting the hand that feeds IT
