They didn’t innovate the way Bob over there wanted them to.
And here we are again. If there’s one thing Apple have become accidentally amazing at doing, it’s this: creating a cyclical cycle of cyclical insanity by nutbags¹ who insist the cycle is never ending, and keep not ending it by cycling through the cyclical cycle again and again, incessantly and repeatedly. Whew! (yes, I know what I just did there!)