Yes, but also no. In the consumer space Apple is often at its best when they tap into something people are already doing and making it better. They certainly have created new product categories, but not often completely from scratch.
- The iPhone is the example people mention the most, but when it came out the iPhone was mostly a better version of what people already had. People used phones, people texted and people listened to digital music on their iPods (or other MP3 players). The iPhone added the internet and Google maps and all that, but the revolution here was that people could more easily do things they already did on their computers on the go. Apps, and with them the radical transformation the smartphone had on how do certain things, came much later. Initially there was a lot of focus on fart apps.
- The iPad comes close to being a completely new product category, but it was also just an iPhone in bigger and more or less diverted activity from the phone and computer, rather than really revolutionising anything. People may reasonably disagree, but for me it doesn't really count.
- AirPods are a massive success story and a design leap forward, but at the end of the day they are Bluetooth headphones. Massive evolution and really drove the product category forward, but when they came out I'd argue this was a much more established product category than AR/VR headsets are today.
- I think the Apple Watch comes closest. Smartwatches did exist, but they were an absolute niche product. Now I think Apple has done great work here to create a product we want by focusing entirely on the health aspects of the watch and the Apple Watch has very gradually developed into a highly sophisticated health tracker rather than the computer on your wrist that was initially envisaged.
They key point is that I'm not so sure Apple has always been as key to creating use cases for new things, rather than taking something that didn't quite work and making it a lot better. The iPhone was the better phone, the iPad the bigger iPhone, the AirPods the better headphones and the Apple Watch the better fitness tracker.
Yes, they have changed how people use technology, but neither of these products created its underlying use case. I think that will be the real test for AR/VR. I think there's things out there that would fit the bill, but for the life of me I can't see it in the consumer space with the current leaks and a $3k price tag.