I disagree, when apple released the iphone, they changed the face of what smart phones would ultimately become. The touch experience they pioneered really shouldn't be overlooked, and add that on to future technologies like the ipad, where both were deeply immersive devices that people were able to generate new and exiting feelings towards.

Since then, apple has migrated from being a brand focused on the shear love of using technology to essentially any other luxury brand (I disagree with the premise that they aren't still inventors in the engineering sense, but they certainly aren't innovating in the way they had prior).

The closest thing we have today would be something like Alexa, where people young and old can be deeply immersed with a new, and further humanizing, piece of technology. Apple certainly had a head start with Siri, but they were never able to keep up and clearly misunderstood what people are getting out of digital assistants with their homepod since it's too much of a luxury sound product rather than something more utilitarian.