There's no doubt that Apple milked every last penny they could out of the smartphone market with savvy marketing, brand loyalty, cheap internals, cool design, and some amazing software.
But every market peaks at some point. Companies that want to stay relevant across new markets innovate so they can lead the next market.
Microsoft is attempting to do that with cloud and services instead of resting on their laurels with Windows and Office. They had to get rid of Ballmer to do it.
Amazon is moving into a leader in cloud and entertainment instead of resting on their laurels with online retail.
Google is also expanding into cloud. With Apple as a customer.
Facebook is moving into VR.
Apple has talked about live TV for years with nothing to show for it while Sony Playstation VUE and Sling already have offerings that are gaining steam.
Apple is investing heavily into electric vehicles but it looks like Tesla is winning the battle and 2020 will be too late.
Where is the innovation besides thinner, faster, and prettier?