You're referring to invention, not innovation. From Webster: > Innovation, for its part, can refer to something new or to a change made to an existing product

You're referring to invention, not innovation. From Webster: > Innovation, for its part, can refer to something new or to a change made to an existing product, idea, or field. One might say that the first telephone was an invention, the first cellular telephone either an invention or an innovation, and the first smartphone an innovation. The iPhone wasn't even the first touchscreen smartphone or the best smartphone of its time. But it was the first Apple smartphone. I remember people showing off "how cool" it was. Brand and product design are way, way more important to success than innovation is.