I think it's hard for airlines to innovate much as many factors that determine the quality of service are outside their control. For example they don't own the

I think it's hard for airlines to innovate much as many factors that determine the quality of service are outside their control. For example they don't own the airports (like Apple owns their own stores) and that affects a lot of the overall experience. Further to that, their profits are always being affected by fuel prices. If you read an airline's annual financial report it will talk about buying fuel futures to minimise the risk but they are still vulerable: http://www.transtats.bts.gov/fuel.asp?pn=0&display=chart1 http://www.transtats.bts.gov/fuel.asp?pn=0&display=chart1