You know, sometimes it *really* is that simple ...
Most people who *want* an iPhone have one. So the market is made up of:
1) People who want an iPhone, but can't afford it (by definition of no interest to Apple)
2) "My first iPhone" - as people grow into them
3) "My umpteenth iPhone" - for people who lose/break them.
4) "My new iPhone" - the shinyphiles
Can I have my £100,000 consultancy fee now ?