Apple isn't innovating enough. They crushed it with the iPod and the iPhone and once the slab design caught on, Apple kind of topped out and the rest of the phone producers just kept pumping quality. Truth be told, Apple has been fighting a losing battle for a lot longer than I realized. HOWEVER, their ecosystem (connection between phone, laptop, watch, desktop, and now car) is really well thought out. The Achilles heel may be home integrations. Because most of them are Google-based (not necessarily Mac or PC) and Android/Microsoft are already much more well-integrated, Apple really needs to do a solid re-think. Great post. Hope that they start innovating again.