Innovation and progress always come from pushing limits and then dialing back and then tweaks and then big gains and problems. Linear progress is actually over. Progress is now more like 3-4 steps forward. 1-2 steps back in todays world. Something crazy happens, they try and improve it and actually take a few steps back sometimes. Going back to the original discussion of hockey ccm is famous for it. Trigger 5, ft3, as3 line is great example. Huge progress in terms of shot power release and weight. Those sticks are insane. First time I shot sticks in awhile that are far and behind anything ever made. But literally blew up mere hours into their use. So come the trigger 6, as4, ft5 and ccm dialed back a bit. Better durability but the recoil, shot power only marginally better than the trigger 4, ft2. As2. So improvement isn’t so much linear any more. Tweak and tweak. So you aren’t incorrect in saying that about apple. But as mentioned progress has to happened to make gains. Sometimes it’s big, sometimes small and sometimes something works amazing but something else is compromised by doing so and adjustments are made