I've never been a fan of apple, but the author seriously does not understand apple. This quote "Apple has always been the leader in new technology platforms from iPod, to iPhone, to iPad" proves that.<p>Apple was not a leader in mp3 player, or tablets. The phone was 'maybe' the device they were most innovative with, but others were already on the same path.<p>They don't lead the technology, they lead making the technology mainstream by taking the work done by others and simplifying it for the average consumer. UX of mp3 players was pretty bad until the iPod. What 'firsts' did the iPod implement? Diamond and Rio had been there before. How about tablets? Microsoft had been doing them for ages. Apple realized that (for them) the right way to get market acceptance was to make it into a huge iPod/iPhone and not a full computer.<p>I'm sure Apple will get into VR/AR when the market has matured a bit. I think that will cost them as Android is leading the market well, but if you've tried the clunkiness of a Hololens, you'll see there is still lots of work to be done. Microsoft likes to take the lead and put out products that are not yet ready. Google/Alphabet is the same. Apple waits. It's been a winning strategy for them so far.