Nor should Apple aim to deliver "I'm so special!" feeling of a new product category.
The key is: Tim Cook understands the criticality of goodwill in the context of pervasive computing.
If you used computers from the 1990's-2010's, you grew to hate - hate - the fact that you had to use Microsoft. Office was king, and blue screens and viruses only evolved into more subtle pain.
Now, we just settle into our lives, as enhanced by devices we carry. That scale happens when you hit not 99% but 99.999% quality. (Yes, Android+Samsung is a copycat, one that wouldn't exist or have any direction without Apple.)
Gruber's not sure what the next thing will be. I am. It will be the natural UI's - voice and maybe vision - augmented with AI assistants. Voice computing, like speech recognition more generally, is jarring because 3-5% of the time you're dropping back into correction mode. But on-device speech-interactive AI will learn and correct all that. It will be understood as such in 2025, voice-only apps will go big in 2026, and voice-only devices will be available in 2027, along with lightweight voice+vision.
Then we'll only need to carry airpods, and we'll be happy to pay $3k for that.