My thoughts exactly....
It's like computing wise, aside from what they already have on the market, and how civilisation is collapsing, into cutting off your neighbours heads and eating them, what has Apple Inc. got to sell the sheeple, that can convince the delusionists that the end is not really nigh, if you buy their latest shiny, shiny distractions?
Repackage the same old shit in a different way?
Or create something marvelous that is injectable, spices into the replicable gene sequences, brings immortality, and can raise the brains quantum computing power by a magnitude of a trillion or something....
Otherwise it's the same old power sucking shit, in a different package.
US / world economy collapsing not withstanding.
And life goes on, only not as we know it, or expected it.