I’d sum it up as: Regardless of what their tear-jerking videos would have you believe, their primary objective is to make money and increase shareholder value. Apple have pretty much run out of truly innovative ideas, primarily because most of the real problems have been solved. What they now do is create ever more expensive, elaborate and whimsical technical solutions to things that they then spend their marketing budget on to convince you are problems. Still very successfully, but for me that’s why they’re no longer of interest or “fun”.
Will the world really be a better place with an iPhone X and animated emoji? I somewhat doubt it. But they’ll sell in droves.