Apple HiFi ? (giant wooly sounding box for iPod)
Apple PowerCD? (odd vertical CD player)
Twentieth Anniversary Macintosh? (oddly, the Cisco E20 appears to be identical in appearance)
And several of other flops (iPod socks anyone?).
But I didn't said they don't make flops.
Just that their "signature thing" is not coming up first with something, but coming with something that's somewhat thought out and people actually want to by. People remember them for these things: the iPod, iPhone, iPad, MacBook Air, iMac, etc (and IIRC Apple Watch too, did better than all competitor smartwatches combined).
To be fair, both Lisa and Newton failed.
Lisa yes, but Mac the v2 version of the same idea, carried the company for the next 15 years.
Newton is a more clear cut failure -- but was too ahead of its time as most things one would want just werent there (internet would be a biggie).
Apple never did the VERY first products of a category. There was Xerox before Lisa, PDAs before Newton, mp3 players before the iPod, smartphones before the iPhone, tablets before the iPad, smartwatches before the Apple Watch, etc.
The only did the first products of a category that were where at least half-thought out (instead of rushed crap), and people actually wanted to buy in droves.