Iphone 5s and 5c

What is it about apple releasing a new iphone every 6 months of course they have something new. They announce something but are already starting on the new project while everyone thinks they are focused on the current project. Apple is smart and only gives bits and pieces to it's consumers and this will always get people to buy their product. Apple is both a genius and a menace to consumers being for the fact that they help new incoming users but sucker in old consumers in which they have gotten in the past.