&gt;<i>the once innovative company is now playing catch up</i><p>Apple never did the VERY first products of a category. There was Xerox before Lisa, PDAs before Newton, mp3 players before the iPod, smartphones before the iPhone, tablets before the iPad, smartwatches before the Apple Watch, etc.<p>The only did the first products of a category that were where at least half-thought out (instead of rushed crap), and people actually wanted to buy in droves.