They don't get credit for innovating unless the product is innovative, no. Innovation is not synonymous with success, despite what appears in this thread as an overwhelming urge to conflate the two ideas. I'm observing that they haven't really innovated in 11 years. My original question, still unanswered, is if they stop really innovating but continue to be financially successful, will they still be the Apple we love? Can we love them just for releasing solid, evolutionary products (and now software services), or is the anticipation of some big new innovation an intrinsic part of the real Apple's identity?