Whenever Apple introduces a new product line, they do so with a major usability innovation. In fact their major new lines often have several usability innovati

Whenever Apple introduces a new product line, they do so with a major usability innovation. In fact their major new lines often have several usability innovations, that work together. The iPod had click wheel. The Mac had the GUI. The Apple II was plug-and-play in a time when people built from scratch. The iPhone had multi-touch the Apple Watch had a bunch of stuff. The challenge is not to solve an already solved problem. Remember when the iPhone was introduced? It's obvious now it was quite revolutionary-- but at the time people complained that it wasn't anything significant and that lacking a keyboard meant it was doomed to failure. If apple introduced a self driving Camry it would not really be compelling enough. For a new product category, Apple's only interested if they can create or redefine the category. It's worked out pretty well so far.