It is a false and foolish but widespread misconception that “innovation” goes only in the direction of additional complexity.
Alex Gollner examines the nine different ways Apple has described itself in its press releases since 1995. The biggest change, no surprise, is from biz-dev bullshit to plain English, four days before Steve Jobs became CEO in September 1997. Also interesting: as the company has gotten bigger, its description of itself has gotten simpler.
History tells us that Apple is due for another fall similar to the one they experienced in the 1990s, and physics tells us that the universe will eventually run out of energy and become a calm, black sea of death.