[bcuzitsppl8383]

What has historically pushed consumer computing is new UX

We're in a lull with no new UX paradigms with mass appeal

VR/AR are still too expensive and inadequate. Plus a lot of people think they're plain silly

AI assistants seem to be the obvious choice but are still pretty meh. And one doesn't need to upgrade a handset each year to use the latest cloud based AI

Apple doesn't do well with services. They make hardware. Which is in a "good enough" state for many users