Arguably what Apple do is follow good ideas that are badly implemented and make them useable. At least that’s what they’ve done in the past. The iPhone for example was the first smartphone that really worked well.
Bingo
And what they seem to really excel at is the way we interact with technology rather than just the tech its self.
The iPod wasn’t ground breaking, it’s just a hard drive and a headphone jack. But it came with the click wheel and iTunes and that is why it was such a success.
The iPhone wasn’t ground breaking, it was just a touch screen phone (and not even a good phone at first). But it came with multi-touch which made it useable and then an app store which made it useful.
In comparison Microsoft made Kinnect which is technologically amazing but nobody wants it.
Apple are trying to do this again with the smart watch bezel, and credit card payments.