Even current apple is not the apple that gained the big initial momentum that got it where it is. No revolutionary products or services for decade+, just milking user base and heavily investing into marketing around supposed privacy. You can take ie their phone and compare it with 5 year old model and struggle to find differences (which is valid for most but not all manufacturers at this point).

Market is simply too mature and saturated and moving phones into foldable phablets/tablets is an evolution at best. Also it started and was perfected elsewhere so nothing novel or shocking and 0 WOW factor.