How frequently do you expect a new major product category across the industry? Is there any company who launched one that wasn't ChatGPT in the same time frame?
It was amazing how much diversity in really well thought out hardware as well as software was happening at apple years ago, when it was a far smaller company in terms of manpower and resources than it is today. I guess when the business model is selling ongoing subscriptions instead of compelling new products in order to get money, you stop getting the compelling new products coming out.
Smart rings are booming. Apple has nothing, probably afraid that it can cannibalize their watch sales.
If we look at the wider industry, EVs and self-driving cars are coming. Huawei has its own car now, along with a battery research program.
The Apple Watch is newer and is where I'd say the cutoff is for Apple.
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At a higher level, I'd say there were two personal-computer-hardware revolution periods that Apple featured heavily in:
1) home personal computers and then the GUI-fication of them and the portable-ification - the wave the Apple II was part of, and then the one the Mac mainstreamed, then laptops where Apple was pretty instrumental in setting design and execution standards
2) mainstream general-purpose/software-defined mobile devices (vs single- or few-function gadgets). Initial failures or niche products (Newton from Apple, Palm/PocketPC more successfully as a niche later) and then Apple REALLY mainstreaming with the iPhone and the extensions that were the iPad and Watch. I'm leaving out the iPod here since "single-purpose MP3 players" were a transitional stop on the gadget->general purpose device trend. (But that general purpose nature also makes it hard to invent a new mobile device category.)
Of things that have been percolating for a while, maybe VR/AR takes off one day, I'm not sure there's mass appeal there. Are people going to get enough utility over a phone to justify pop-up ads in their field-of-view all day long?
It's possible the LLM/transformer boom could lead to some new categories, but we don't know what that would look like yet, so it's hard to penalize Apple for not being a super-early first-mover in the last 3 years since nobody else has figured out a great hardware story there either, and even in their prime they were less of a "first mover" than a "show everyone else how it could be done better" player.
