Don't you think a smart phone is an innovation compared to a PC?
It is not easy to make products 20% thinner and lighter and yet 20%
A lot of innovations must be incorporated.
One was the screen.
If it were not innovations, why don't competitors did the same? They
can't because they are not innovative enough.
Apple has been doing this for ages, starting with apple 2. If you miss
this, it shows why you never understand the secret of Apple's success.