Of course you do. If they do not constantly upgrade, there are no new sales. Charts must go up, not stay flat. As an example, the venerable Technics 1200 turntable only had a few version releases for fairly minor cosmetic usability items. The core functionality did not change since it was designed. Those versions came with years in between. You buy a pair of those, and you only replaced them when they were stolen. If something broke, you repaired it. Apple's share holders will not be happy with buy once keep forever items.