While I don’t disagree that Microsoft isn’t necessarily the most innovative, Apple is absolutely the most successful example of “first mover advantage” not actually being an advantage, and second movers can often be the actual winners. Literally every product they have launched in the last few decades has had the category already defined, they just came in with so much more polish and elegance (and sharp marketing) that they just repeatedly obliterate and take over the category as if they invented it.

I’ll never forget when they dedicated a minute or two in a keynote a few years ago to how they improved the volume indicator visual overlay in iOS to be less obtrusive like they talked to god himself to figure this out, when Android had that style for years…it was brilliant marketing.

I say all of this as a die hard Apple guy.