And I’m not referring only to Apple but also at other big companies which produce cell phones and laptops/tablets. If I take a better look at the Apple’s products I will see that they are progressing very slowly with the design and also with the concept of their operating system.
The idea is that are so many artists creating concepts for various software or products and their concepts look very well in comparison with the ones existing on the market. These designers have a more “out of the box” vision and they think that if the big companies would consider their ideas, they will have a lot to win.
I think that these companies don’t want to come with something innovative because they respect their brand and they want to keep the original product line. But at a time it all becomes oldie and the customers have big expectations with every year passing.