To (hopefully) noone's surprise. The innovation mostly hit a brick wall and Cook just seems intent on squeezing every last dollar out of incremental improvements to the iPhone until he sails into the sunset
So, how they always did it -- from the iMac (1997) to the iPod, iPhone, and iPad?
Apple never did "revolutionary" improvements. They put out a great product, and did incremental updates for it -- in older times the updates where even smaller.
Back in the day people went to WWDC and cheered for minor design changes or a new "now in color" screen on iPods...
