In their History Apple has followed the 3 fold path of releasing gimmicky hardware or software widget.
1)Make sure that the new widget does not communicate with, promote or work with any other tech gadget on the market. Make every connection and software option possible proprietary.
2)Spend 15 times the amount of money you spent to make the sure the widget works in the first place marketing the new widget as the second coming of Christ
3)Rely on consumers new found faith in the Apple Christ product that they will just bend over and eat every snag, hiccup, malfunction or upgrade.
One thing I have learned in this industry. It is easier to pull a wire than it is to push one.