Apple's ethos is pretty much this:
"September is looming. What are we churning out this time?
- New iPhone; same square design we've used for the last 10 years, same UI as the last iPhone, slightly faster processor, same extortionate price based purely on brand status. Check.
- New iPad; same square design as every other iPad, same UI as the last iPad, slightly faster processor, same extortionate price charged purely on brand status. Check.
- One curveball product we know won't make any money but will make us appear 'innovative'; erm, another watch? Same design, some new expensive wristbands, stick a faster processor in it, same extortionate price, same pointless featues? Call it the Watch 2? Check."
To be honest, it's hard to see where $8bn actually goes. At least Huawei have made significant progress with their product line in recent years.