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I honestly don't think Apple has been an innovator nor has it had the software talent that companies like Microsoft , Google, or Amazon have. Apple is a fashion/marketing company that happens to sell hardware. They tend to refine technology that has been around for some time and market it effectively to the masses.Apple as a company circled the drain late 80s/90 with the attitude of "we know what's best" and they're doing it again only caring about profit margins of X for Y. I mean look at how **** Siri is compared to Alexa or google now...and Siri is supposed to be a big feature