I've been saying this since the iPhone 6 back in 2014. Once that ugly phone hit the market, I've been thinking they are starting to lose their mojo. I agree with what others have said - they are not really innovators, but they take something innovative and make it easily approachable and usable. I think mobile devices in general - phones, tablets, laptops, etc. have reached a saturation point where everyone has a product that looks and functions and does things similar to each other. Devices have also reached the point where they are more than powerful enough to do everything one does - email, facebook, youtube, netflix, etc. So people are holding onto them for longer and not seeing the need to upgrade every year.
VR/AR is here to stay and that is the next blow you away tech that Apple has plans for I am sure, but as always they usually take the best of what works and improves on them before they release their own iteration. Curious and excited to see how the end of this decade turns out in terms of technology.