That 'wow factor' is a thing of the past, very firmly. When I put next to each other say Iphone 16 pro max and Samsung S25 ultra, none sticks out, none has anything 'wow' for regular users. Just different styles of working with device and small + and - all over the place. Same for tablets, notebooks, and so on. Vision pro seems like a failed product even according to Apple.

Its doesn't mean that each product doesn't have something a bit special but competition caught up long time ago, sometimes went ahead (better batteries, bigger cameras etc). These days there is much more 'yawn factor', and its across whole industry.