but analyst scott kessler says shareholders should be jumping for joy because apple will no longer make separate devices for every carrier. >> that's actually going to contribute to higher gross margins, and so we actually raised our estimates for fy '12, which ends in september, and increased our target price to $495. >> reporter: apple hasn't had a new phone in more than a year, and that has allowed inroads from competitors like android. branding expert david lipkin says staying well ahead of the pack is important to the apple mystique. >> a big part of what people get excited about are new products, new features, updates. it's part of what drives revenue for them. so, in the same way that people like updates to applications, they like new products. it's one of the things that helps keep people loyal. >> reporter: but for apple users, it doesn't matter what you call the newest phone, they already love it. >> everything is just simple. i have a blackberry, too, which i hate. i personally think blackberry should go out of business. they don't know how to make media centric products. >>