But this is the same plan Apple has followed for over ten years - the plan that's taken them from "Apple is dying" to "Apple is the 800lb gorilla". Compare an

But this is the same plan Apple has followed for over ten years - the plan that's taken them from "Apple is dying" to "Apple is the 800lb gorilla". Compare an iPod Classic to the original iPod - it's just an iteration on the same design. Compare a MacBook Pro to a TiPowerBook - it's just an iteration on the same design. Compare an iPhone 5 to an iPhone 1 - it's just an iteration on the same design. Apple's innovation comes when they enter a new market (and the innovation is in packaging existing features together in a way that makes you wonder why no-one did it that way before). They don't really do major revisions of existing product lines - not since they scrapped the plastic Macs. EDIT: just thought of the exception: the small iPods (Nano and Shuffle) - they don't really seem to know what to do with those.