Yeah, funny, they didn’t feel like they were being complacent. I remember reading interviews at the time, with some of those vendors touting their “speed of innovation.” They all felt that way until Apple showed them how it’s really done. Only a very few global organizations even have the capacity to dream about designing/building/shipping hardware on the cadence and scale that Apple does. I can’t think of a single vendor that succeeds at it for anything non-trivial.