"Running out of ideas" isn't how I'd characterize it.
I'd put it this way: the device (ie a phone) is now a fully-developed mature product and platform. It browses the Web, runs apps, takes photos/video and plays music/video.
Phones pursued the largest possible screen, first by removing the home button (which, to this day, I still hate and I find gesture replacements to be inferior and inconsistent eg swiping up depends on orientation) and then with the "notch". We lost Touch ID (which I vastly prefer) for Face ID, which is pretty much the sole cause of "iPhone is unavailable for 27 minutes" when the phone sits in your pocket. There are lots of threads all over the Internet about this.
So what Apple (and Samsung) now do is fight commodification, which will lower prices. Forced obsolescence, phones the only really last 2-4 years, incremental component upgrades, sleek materials and a moat of app availability (ie Android vs iOS).
There's really no reason a fully-featured phone should still cost $1000+.
I'd put it this way: the device (ie a phone) is now a fully-developed mature product and platform. It browses the Web, runs apps, takes photos/video and plays music/video.
Phones pursued the largest possible screen, first by removing the home button (which, to this day, I still hate and I find gesture replacements to be inferior and inconsistent eg swiping up depends on orientation) and then with the "notch". We lost Touch ID (which I vastly prefer) for Face ID, which is pretty much the sole cause of "iPhone is unavailable for 27 minutes" when the phone sits in your pocket. There are lots of threads all over the Internet about this.
So what Apple (and Samsung) now do is fight commodification, which will lower prices. Forced obsolescence, phones the only really last 2-4 years, incremental component upgrades, sleek materials and a moat of app availability (ie Android vs iOS).
There's really no reason a fully-featured phone should still cost $1000+.