Blackberry also had tons of brand loyalty as did Nokia, Motorola. I don't know that, ecosystem, and incremental improvements are enough to keep going with how competitive the space is, or they'd be eaten alive by samsung, Microsoft, etc that are also slowly but surely building those same things. And the apple watch is a huge success - and sure, year to hear iPhones are iterative, but look back a few years and it's amazing how far tech has come