Actually, because the iPhone 5c and 5s continue to sell very strongly. I gave a 5s as a gift, and it was well received. 64-bit CPU, slow-mo camera, Touch ID...what's not to like? I'm sure Apple got the message: there is demand for a portable phone. Remember the 1990-2005 era when mobile phones got smaller, lighter, and more pocket-friendly with every new generation? What ever happened to that?