I completely agree with what @Namiste said. Apple is no longer coming out with products that introduce new innovations to the world. They are very good products, but not ones that bring a feature for the first time. The one exception might be their chip team, who seems to be absolutely killing it.
Don’t believe me? Look at what they announced:
iPhone X key features:
- Slim bezels, edge to edge display
- Wireless Charging
Apple TV key feature:
- Supports 4k and HDR content
Apple Watch Series 3 key feature:
Even last years iPhone 7 key features:
- Stereo speakers
- More storage
- Dual Cameras
None of these are market firsts. We’ve seen all of them before. Now I do think Apple implements technology in a really high quality way, sometimes better than anyone else, but they definitely are not what they once were.
When iPhone and iPad were announced, they really were defining new categories. Apple’s new approach seems to be watch the market, then come up with a product based on (mostly) the best ideas that are already out there.
- Apple Homepod > Response to Amazon Alexa and Google Home
- Apple Watch > Response to Pebble, Android Wear, and Fitbit
- iPad Pro > Response to Surface Pro
- Apple TV > Response to Roku, Chromecast, Fire TV
None of Apple’s products are category firsts anymore. Apple still makes high quality products with great hardware and software integration, but they have become followers rather than the boundary-pushers they once were.