Most people when they think innovation they think in terms of product, not process. From a process pov modern software engineering exists on a planet created by

Most people when they think innovation they think in terms of product, not process. From a process pov modern software engineering exists on a planet created by Microsoft. Commercial EULAs, shrink wrap software, platform effects, developers as customers, etc, etc were mostly Microsoft innovations. Microsoft executed. They executed mostly well and sometimes brilliantly. Because if the processes are good enough for long enough product innovation can be secondary. Apple eventually became Microsoft and that's how they beat them.