^ Commodification.
https://en.wikipedia.org/wiki/Commodification
That's the macro-economic term.
It's become a very difficult problem in mature markets, as nondescript differentiation basically makes everything appear the same or similar to most buyers, leading to a lowering of appreciable difference, and making future innovation either essential or pointless. :-|
Essential, in that an industry has to improve to re-differentiate.
Pointless, in that virtually anything an industry does may have little to no affect on brands being able to differentiate, so product price deflation follows.
Apple have been doing fairly well in this regard, by offering products that are seen as premium and commanding decent margins above other brands. However, one only has to look at cloud storage ("all you can eat at a single fixed cost" what with MS and recently Amazon, with others duly likely to follow) for an example of where the
SAAS (software as a service) models are becoming the important add-ons to making the real money.
Lol, hence why Apple's own software is always an afterthought these days... what with Mail.app not working properly for a great many users through several iterations of OS X; iTunes.app being the same (thinking iTunes Match and metadata loses/failures, for just one example); Podcasts on iOS not syncing or having screwy syncing across devices; iCloud AND iCloud Drive not syncing efficiently either or being user unfriendly; I could go on yadda yadda yadda.
Let's see how well Photos.app works when out of beta for most users... Breath. Holding. Not.
🙄