Microsoft didn't innovate at all. That didn't stop them from destroying the competition into the '90s. Google is clearly taking a page out of the history book from Microsoft's playing book and Apple is playing the same old game in had back in the '80s (i.e. come out with a few new cool products and then push for
short term high dollars instead of a large market share that will sustain you for the long run instead). Google is pushing the envelope with self-driving vehicles for the Johnny Cabs of the future. Apple has decided to push overpriced bass-heavy headphones on the street corner instead.
My money is on Google 10 years from now, not Apple. Steve was good at innovating some new products, but since his departure from Earth, I haven't been "wowed" even once by Apple products. Certainly Johnny Five's "Golden Girls" pastel visual makeover of iOS didn't impress me much. They had their chance to go for market share at iPhone V1.0, but clearly even Steve couldn't see long term that market share is vastly more important for sustainability than high price sales to the rich. Sooner or later the mass market stuff catches up in features and overwhelms the low-market share stuff that will then have trouble attracting developers when they stand to make a LOT more money in a market with 10x the market share. Yeah, $2 fart apps don't take long to make for both systems, but wait and see what happens when Apple's market share drops below 10%. Look at the Mac in the '90s to see the future of Apple.
If Apple wants to do high-end, small market, it should be pushing the PRO envelope, not running away from it. It should be pushing new technologies in areas that won't see immediate sales (like Google is doing with self-driving cars). Without a long-term sustainability plan, Apple could disappear in a decade easily (just look what happened from their golden year 1980s to the 1990s and how they almost went under then).