I've seen a few threads with this subject - however I'm curious as to the principal forces behind it. Looking at any line offered by Apple - major designs have drifted very little for the past few product generations. iMac, Mac Pro, MacBook, iPhone, OSX, iOS - all seem to be making incremental changes - contrasted against the Apple of the late 90s / early 2000s. Remember when the candy colored iMacs sparked an entire wave spanning everything from imitation computers - to vacuum cleaners and kitchen appliances? They shook the ground, and everyone rushed to imitate. There are dozens of amazing designs you all already know of - and I'm not looking to compare these individually - because opinions differ, but one cannot deny how far beyond these designs went. Especially compared to today. I don't believe Apple has achieved the pinnacle in anything - there are many more possibilities with what exists now. I understand the reasoning behind sticking to what works - but without anything risked - only a short plateau will remain, followed by a rapid decline. Competition has heated up as well - competitors that are willing to take the same risks Apple once did - I'm now seeing products by other vendors approaching a similar user experience. It's not long before they succeed in surpassing the "Apple threshold" at the current rate. So what's happening? Why the same iOS experience? OSX has not made many significant jumps for a few years now. No company wants to be complacent - because they all realize that's their demise. Has Apple litigated themselves into a limited design evolution? It seems every button, trim, form factor, and surface finish is being contested by every player in the game today. Are they afraid to be in someone else's legal crosshairs? Is the financial risk too great for their bottom line these days? If so - why aren't we seeing their "low volume" products taking larger leaps - surely that could be a safe way ahead. It seems their low volume products are even slower to change. It seems I'm reading just as much commentary about supply chains, locking down part futures, and securing manufacturing contracts as we used to with new designs and product concepts. The future of Apple as a service / entertainment company also seems possible. Or have they actually gotten complacent?