Moving to a completely different architecture is a big deal, launching their own architecture is an even bigger one. I am astonished at how readily it was accepted, how well it seems to have delivered (I don't own any of their newer products yet), and how smooth the transition seems to have been for OS users and software vendors.

It's a huge deal, far more interesting than individual products like the watch or earbuds (successful though those are, they're not paradigm shifts).