Now the advantages of Apple's mobile phone are gradually replaced by domestic mobile phones and other mobile phones, so its popularity is gradually decreasing. Now, he needs heat and hype. So, this is one of the means.
As for why he didn't switch to the current Android interface or other interfaces, this is because it has the corresponding patents and the corresponding peripheral products have not changed once. This is a big market with huge commercial interests. This is something he is unwilling to give up.