They bothered with both the iPad and iPhone.
There was plenty of competition before Apple entered the smartphone market. Some competitors are still with us, others not so much.
The iPad in many respects, draws from lessons from smartphones, PDAs, eBook readers and tablet PCs. There was a lot of prior work done before Apple stepped in.
Before the iPhone the closest phone to it was a Blackberry, which anyone who had one back then (myself included) can tell you it was hardly a user friendly device.
That doesn't mean the Blackberry didn't exist as competitor. Apple certainly innovated in the smartphone area. There's no argument against that. But I believe that they did what they did based on motivation from seeing what competitors did, and improving significantly on it.
As for the iPad, nothing yet came out like that before.
Plenty of other device makers tried before with that paradigm. In fact, the iPad is arguably Apple's second attempt at it.
Same goes for the iMac. Apple crammed a computer into a monitor when it was first released in a small, desirable form factor.
The all-in-one didn't create its own breakawat market though. The iMac is still a desktop. It just so happens to be a refresh on older Macs that had all-in-one architecture before the iMac existed... and those Macs, like the iMac, competed with PCs.
It doesn't have to always be original, but many of their ideas are very original.
They are original designs born of necessity. They looked at
competitors and asked "how can we do this right/better?"
I'm not saying that Apple has had no original ideas. Quite the contrary. But many of those ideas are born off seeing what the competition has done wrong AND right, and through replacement of the wrong implementations with right ones, and enhancing the other already-right implementations with even better ideas.