I think we all know what innovation means. I did not use the term lightly. But i will use your description of what Apple does. For example Artificial Intelligence or as Apple branded it.....Apple Intelligence.
They waited too long to get into the space and now the technology has surpassed their abilities. They advertised and branded a product "built from the ground up with Apple Intelligence" only to fail miserably. Even admitting what was advertised in the product release to not be ready for another year.
I see them failing the same way in foldable phones. They have ignored the space for too long and the innovation and product development has surpassed them. OPPO has the Oppo Find N7 foldable is virtually just as thin FOLDED as an iPhone and weighs the same with a bigger battery....and arguably a better camera as well.
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