Apollo 11 had a three stage rocket and every stage was discarded. SpaceX is obviously not the first company to land something - but landing a rocket booster that just performed an orbital lift is the interesting and extremely hard thing to do. The payload can be entirely designed to land - but the booster has many other constraints (payload weight and its desired velocity and trajectory being some of them).

To do what Apollo 11 did without discarding the boosters you also need orbital refueling and probably rapid turnaround (or a huge inventory of boosters), which SpaceX plans to develop next. Awesome stuff.