I agree, though just to note:
"The genius of Apple's catalogue is that nobody knew they wanted these things - iPad, iPod touch et al - until they saw one. Then they became overnight must-haves."
The "genius" is indeed marketing - and note this was not overnight, but there was vast amounts of free media hype for months before the products were even announced, let alone released.
Nor are their products overnight must haves, but grow just like any other product line. Just look at the iphone platform compared to other smartphone sales since 2007 - it wasn't until iphone 4 that sales were really anywhere near mainstream. In the early years they were behind even Windows Mobile. Or the original ipod only worked with Macs, and was a flop, only growing with later generations.
But I do agree that they are in a corner, now that the "computer" market is saturated with a continual range from small handheld to large full desktop, with everything in between, and no more gaps. Their mp3 player products will face increasing competition from smartphones and tablets (especially now that they changed connector messes up all the free unfair advantage they get from those making speakers and stereo systems in cars, by only working with ipods/iphones).
Of course there are other markets to enter - TVs, consoles, washing machines, and no doubt they'll get loads of media hype for any new product there, even though other companies have been doing the same thing just as well for years.
High quality fashion brands don't need to stick their logos everywhere (let alone make them light up) - people know what they are from the design itself, and if you don't know, you're not considered the target market (or so the argument goes - personally I find the whole "designer" thing a bit nonsense). But what they do is more like Adidas, with logos everywhere. No doubt the buyers think it makes them look cool, but that doesn't mean anyone else cares. If someone has, e.g., an Armani suit, you know (or don't know) because of the suit - not because there's "Armani" written in light up letters across the back. Similarly with watches - indeed, it's the cheap ones that put a logo there.