Apple is still the only big tech that is consumer centric.
Microsoft revolves around enterprise. Consumer stuff is just getting the users familiar with they tech.
Amazon is logistics.
Google and Facebook is Ad Tech, they don't add or polish experience if it doesn't make their ads better.
Apple has stayed true in providing excellent products for individuals, not marketing agencies or enterprise. That's what they show every update. Sure you miss an Ipod or Iphone reveal, but they are still showing new things (TouchId, card, watch, and the AirPods that everyone even non apple fans, love), and polishing old one( even listening to feedback like the keyboard stuff).