The competition has had years to study Apple, and even hire away their engineers but no one has such a user centric experience as Apple,
I don't need to care what processor I have inside. My privacy is as protected as much as possible. Devices last years. Everything works together. Apple saves time rather worrying about flash.
Apple has been creating its own processor and bus architecture letting it make fan free high performance long battery life computers. It may not be a new product category per se but it sure is innovative as it has let them create awesome performance systems.
You may recall Microsoft spent years failing at moving its OS to arm. Abysmal failure. Surfaces are still playing catchup.
I also like the expansion of my privacy on sppple with things like private relay and on board AI task specific entiiies rather than external servers.
The Apple AR system was sure shell of a lot better than anything Zuckerberg produced. Just because AR isn't being adopted fast doesn't change that they smoked Zuckerbergs
passion project
And the Apple ecosystem still "just works" better than the competition. The creation of a secure privacy centered seamless integration of long lived products is very satisfying to any user that values their time