That was most clear when they introduced iPhone. Everyone was speculating about how they were going to add telephony to iPod or how they were going to integrate

That was most clear when they introduced iPhone. Everyone was speculating about how they were going to add telephony to iPod or how they were going to integrate the clickwheel interface into a full-screen iPod, and instead they introduced an entirely new device based on OS X. These are not the kind of people to endlessly churn out styling variations on tired old products.