Apple realizes they will be hemorrhaging customers like crazy with the HTC One, Samsung GS4, and Motorola X phones and needs to find a way to plug the wound. This might keep users tagging along for one more generation that were on the fence, but the sign is on the wall and clearly lit up.
Iphone 6 and iOS 7 need to deliver in a big way, or customers will start flocking to newer better technologies.
Once the customers start leaving, the developers start leaving. Once the developers start leaving, more customers leave, and so on, and so on, and so on. This is a difficult snowball to stop and I wish Apple the best of luck, but I don't think they are capable of stopping the momentum already put in place.