"Well nobody else has done it either" means what, exactly?
Apple used to take something that sucked (like digital music, or desktop computers, or smartphones, or tablets) and make it amazing.
The last time they did that was a decade ago. They have stopped.
Now they are doing what other companies do: Take something that's good and tweak it, then try to spin their latest tweak via a very expensive marketing campaign.
What they're finding out though is that they aren't actually very good at that. They are still full of the Jobsian Hubris in which they believe that they can tell the marketplace what it wants.
They don't realize that you can only do that if your product is a thousand percent better than competitors.
iMac was a thousand percent better for consumers than the Windows 95 desktops of the day
OS X was a thousand percent better for consumers than Windows 98 and Vista
iPod was a thousand percent better than any MP3 player of the day
iPhone was a thousand percent better than Blackberry and Windows Mobile
...and that was the last time they did that.
Literally nothing they ship now is an order of magnitude better than the competition.
Windows 10 is good, Android is good, other wearables are good, lots of laptops are good. Maybe not great but definitely good.
You can argue that Apple is better at one feature or another, but in no cases are they "iPod vs. Creative Nomad Jukebox" better.
And the marketplace knows it.