What Apple _always_ did best was marketing, that was their chosen strategy from the very beginnings of the company when Mike Markkula made the decision that Apple would be a marketing led company rather than technology led.
Then as now Apple have never been above 'borrowing' features from their rivals, including GEM. GEM was more advanced than Apple's GUI in many important ways and they feared the competition e.g. GEM/1 offered colour interfaces, multitasking and more that Apple's more basic GUI implementation did not have. Naturally, as part of their PR strategy Apple's marketing department habitually claim each new innovation or feature as their own original invention regardless of where the idea actually originated. As for Ives, I'm no design expert to judge if he is any good or not, but I do know that before the numerous awards and honours started coming in thick and fast, he used to freely admit that his designs borrowed heavily from Braun so weren't really that original either.
That anyone thinks otherwise is testament to the superb marketing that sold the fiction of the Apple myth to the world. This whole idea of two of young kids who single-handedly invented personal computing out of their garage and who continued to lead the industry through technical prowess and original innovation was never actually true in any way, it was a total fiction that was artificially and very carefully constructed for them by Regis McKenna (the man who delivered both Intel and Apple a public image as innovative market leaders they arguably did not deserve with premium reputations that were misleadingly good considering their actual products).