Yes, but when they did that they completely crushed and disrupted the market. That really hasn't happened since the iPad. I think Apple still makes products better than the next guy for the most part but it's not really a tech leader like it once was even when it was last to market.
Take Siri as one example. It bought Siri and incorporated it into iOS before Google, Samsung, Amazon. Nice head start for Apple and lots of buzz and worth of mouth. But then crickets in Cupertino. Meanwhile Google, Samsung, Amazon raced to make competitors. And they came up with worthy ones and expanded the concept. Look at the category today and Apple won't have a Siri speaker out for another couple months and nothing in the way of a complete system. Meanwhile Google and Amazon offer a complete array from large speakers meant for music to mini ones meant mostly to receive commands. Nothing like that from Apple. Why? It can't build a decent $99 microphone? It's a bit frustrating and puzzling.