When have they done that since the first iPhone in 2007? The watch maybe? Though not sure that's "leapfrog" better than anyone else's smartwatch, but I don't have one so maybe I'm wrong.
- Apple Watch
- AirTag
Those are a few that come to mind. All do multi-billions in revenue per year.
And since iPhones form the largest single company's device network in the rich countries, that is a pretty big advantage.
In your other thread you mentioned people don't necessarily want iPhones but they buy them to not be excluded from iMessage. I think you vastly underestimate how much regular people want low-bullshit tech experiences and are willing to pay for that.