[aorona]

I think it was their exceptional design in the 2000s. They were never the first, but they were exceptional at appearing to be an innovator on the originality of their product design. I have not been impressed with apple design innovation for some time though, they've gotten stale.

[23B1]

Much of the innovation, for better or worse, happens in miniaturization, power & thermal management, and supply chain. Apple's inventory turns are insane.