Many companies usually want to compare themselves to Apple and at the same time say they are disruptors and innovators but Apple is probably the best company at being okey with being left behind. Many think about them as experts in products but for me they always been best att copy what others are doing and refine it, maybe not neccassary better technical but always seen the market fit better then others. Like poker, the later you need to take your decision the more information you have.