Apple is desperate to have a breakthrough. It has been a number of years since they developed anything that really attracted people. Sure they make a ton of money off the Iphone, yet that has a limited shelf life. At some point, phones will be obsolete. In time, we will use holograms or something instead of a screen.
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Yeah they are just running on reputation. Now.
The funny thing is Microsoft is doing lots of innovations, niche products and taking risks.