It will keep increasing if they keep putting out quality phones... My colleague at work with an iPhone loves my Pixel so much he's thinking of jumping aboard come Pixel 3
Bean counters have no "vision". They have no gut instinct. They only know what the numbers tell them. Everybody I know that has the phone love them, even the notorious Moto fan boy. If the CPA's don't cheapen the phone down I can see them make good strides.