IMO, you're giving Ive too much credit for both shaping consumer preference and forcing competitors to follow his lead. For the most part, people like thin and light and care much less about upgradability and repair.
To what ends? I don't think people care too much about diminishing returns. At that point it is a matter of which upgradability and repair tradeoffs. Was there a recent line of products that they offered featuring upgradability and repair we can compare to?
Go back to about 2010 or so and MacBooks were reasonably repairable and upgradable by a fairly casual person. Batteries used to be routinely swappable in both phones and laptops.