What we have to remember is Apple work in a different continuum to the tech press. With most people offsetting the cost of phones against their airtime bill it means the majority of people are upgrading every 3 years.

This is why we have such a glacial pace of innovation; Apple is selling the 16 model to those with a 13 or earlier. They need an annual model so nobody jumps ship to Android but their product roadmap is over a decade.