I guess if Apple really wanted to take back the innovative crown, they could put out a bunch of "Knowledge Navigator" style demos for stuff that is years away from shipping and take deposits on pre-orders and keep kicking the can down the road by moving the goalposts when customers get squirrelly.
In all seriousness, most people confuse innovation with novelty. The changes most people want see are novelties. e.g. new screen sizes, multiple camera sensors, different data ports, colors, shapes, materials, etc. Innovation changes fundamental business models and disrupt the way we do things. e.g. mobile touch screens devices, new operating system paradigms, the AppStore, wireless networking, AR/VR glasses, AI/Machine learning. Smart Agents, etc. Some novelty features can be technologically innovative in ways that make them more efficient, cost advantageous, and useful, but still not resonate with consumers who are looking for more obvious subjective changes in a product line rather than objectively improved products that outwardly look the same as their predecessors.