I get what you’re saying, but I think people underestimate the novelty of Apple’s design decisions on things like the iPhone, declaring them obvious in hindsight. When the iPhone was announced, the phone team at Google working on the unreleased Android platform apparently went “shit, back to the drawing board.” Getting rid of the physical keyboard (for everyone) was controversial. “Pinching” to zoom into a web page, putting a desktop-quality browser on a phone, putting accelerated 3D graphics on a phone… there are too many things that were new with the iPhone to remember them all now, especially when Android went and did all the same things. It’s true that Apple capitalized on it being possible to put all that hardware in your pocket. They tend to be the ones to actually try it and figure out the UX paradigms. Make it not suffer from prominent lag, make the touchscreen good, the display quality good, the multitasking appropriate for the device’s capabilities, despite the research and cost of parts, and then figure out what the user experience is that takes advantage of the tech being able to keep up with the human, is simple to operate, and is going to make people want to spend a thousand dollars on it.