Well, not that I could have done better than Jony, but look at music players, phones, and laptops before around 2005.
There was a lot of low-hanging fruit that Jony & Steve smartly exploited as far as inserting some industrial design prettiness that made apple products stand out. But more than their looks, they WORKED so much better than the competition. Perfect storm/timing. Even the idea of receiving a product nearly fully charged out of the box was new. Or a laptop without mis-aligned graffiti, I mean stickers, by Intel, IBM, nvidia, etc. near the keyboard.
Our cravings were largely set in the 00’s when Steve & Jony’s teams fixed a lot of easy pickings and Apple products Just Worked while they looked good. They fixed obvious things that should have been obvious to the competition but apparently were not.
Then Jony’s teams started trying too hard to make products look good’er than the prior year to where many leaders were blind to function often taking a hit for the sake of glitzy marketing showing something thinner and lighter than last year.