Differentiation is skin deep.
Apple has to introduce something new but it is doubtful they are going to come up with anything that is a game changer like the Ipod and the Iphone. They are now a mature company and even though they want to keep the image of being young and hip they are in effect like General Motors.
Laptops/tablets and phones are commodity items now. It didn't take long for that to happen. Now it is all about either price or the selling of an imagined self tied to product ownership. It will take some time for the Apple aura to fade but it will and then all that will be left is the product itself which in terms of basic functionality (what most people use) is not that different from many others.
They have had a pretty good run and there main job now is not to lose customers. They are definitely in maintenance mode.
People have been overspending on computing functionality for decades, buying powerful machines when all they did was word processing and email, buying gargantuan word processing programs with all kinds of desktop publishing and academic paper format features when all they did was write letters and buying phones based on a huge library of apps most of which will never be downloaded even once.
Even with all creepy privacy invasion and data mining that is going on with web usage it looks like people really only need a Chromebook for those who can type, a basic tablet for those who can't and a smart phone for truly portable communication.
There will always be a market for status products and maybe that is Apple's niche but in the long run, it will not survive as a mass supplier unless they come up with something truly new that none of us knew could be done in the way they do it.