Their focus on AR points directly towards looking to capture the upcoming age of ambient computing (the AirPods and watch are a crack in the door, but a wholistic reshaping of computing isn’t going to be feasible from one single product). They’ve been doggedly patenting the hell out of some VERY interesting stuff since 2008 at least. None of it will come to market until the 2020’s. People get mad that there isn’t a genuine breakthrough every year, but Apple is very clearly (and quietly) positioning the company for when the iPhone isn’t the dominant force in profits that it is today.Apple is struggling to be a tech company, they still don't really have any products that extend beyond computing.
Really, everything they offer is centered around a basic computer. That's not really a bad thing for a tech company, but I think some of us where really hoping Apple would start building Apple branded automobiles.
Apple executive jets?
Apple space ships?
Apple refrigerators?
Apple large hadron colliders?
Apple grain harvesters?
Apple replicators?
Apple transporters?
Get outside your comfort zone Apple, and re-imagine what tech companies can build.
They’re being strategic, people don’t like that they’re not spoonfeeding the future to them.