It's also possible that Apple is doing what they say they're doing: create great products. Maybe the next iPhone is their 'next iPhone'. Maybe the Apple Watch w

It's also possible that Apple is doing what they say they're doing: create great products. Maybe the next iPhone is their 'next iPhone'. Maybe the Apple Watch will eclipse the iPhone. Maybe it will be just another lucrative product. My impression from Apple's behavior is that they're focused on creating products that bring 'computers' into the lives of consumers in ways that are desirable by consumers, regardless of form or specific functionality. They had a smash hit with the iPhone, but they're probably just as happy with the iPad and, to a lesser degree, with Apple TV. What interests me most is how they will react to a potential (and likely) breakthrough in VR, or AR. Apple doesn't seem to put much focus on that.