In the past this has been true because their exceptional design skills. But companies learned that skill, it's not unique to Apple anymore. So for example, the Apple watch isn't objectively significantly better than Google's Watch OS.

But Apple still has a lot of resources and capabilities it can deploy to make something a sucsess, like any other big company, so maybe that's what we should except from the current Apple - altough considering the circumstances - this can be very lucrative.