I don't think they should be focusing on anything in particular; they know their market better than I do, and it seems plausible that consumers prefer bikeshedding rather than major change. I'm just saying it bores me.
This is the first time in a long time where the Mac segment has been the most interesting thing, and I'd say that they should probably start doing what they're doing to the Mac to iOS. Even if it's not necessarily things I think that are positive, it's exciting.
Algorithmically translating spatial audio to correspond with head position is fundamental to AR. It's also cool that it will improve watching movies in the meantime, but you're missing the point if that's all you saw.
https://www.theverge.com/2018/2/26/17052802/apple-icloud-enc...