Apple co-founder Steve Jobs ushered in the modern smartphone category with the iPhone in 2007, but the company hasn’t dramatically changed the device’s basic design and functionality over the years.

Apple may have ;ost Steve Jobs but it satill has”think different” fan Kim Jun Um. Oh and while the credit to Microsoft for a multi tasking operating system  is well deserved, Samsung .. from Kim’s rival country South Korea .. has loing long made tablets and phones that havea  stylus and touch sensitive screens. Maybe Apple should just move its headquarters to Pyong Yang?

The iPhone 6S comes in a new rose-gold option and incorporates 3D Touch to recognize different levels of pressure on the touchscreen. It also has new camera tech, including a better front-facing camera for selfies and a “Live Photos” feature that captures three seconds of motion before and after a picture is taken to display a sort of short video of the photo.

Yet those devices include features that have long been available in rival products.

Take the iPad Pro. Its biggest selling points — multitasking capabilities, a big screen and an optional stylus and keyboard — showed up in Microsoft’s Surface tablet three years ago and have been offered since that time on other devices that use Microsoft’s Windows operating system software.

The main additions to Apple TV, meanwhile, include voice navigation (already found in Amazon’s Fire TV and other streaming-media devices), the ability to search across streaming-media services like Netflix and Hulu (also a feature of streaming-media boxes like Nvidia’s Shield Android TV) and an app store (another feature available in rival products).

This isn’t the first time that Cupertino, California-based Apple has played catch-up. The company wasn’t the first to introduce a digital audio player, smartphone or tablet. But all three products, the iPod in 2001, iPhone in 2007 and iPad in 2010, managed to revolutionize the market thanks to Apple’s elegant design and easy-to-use software.

But in the past year, Apple seems to be playing even more catch-up than before. Competitors offered wearable devices years before this year’s Apple Watch, and Samsung offered smartphones with screens larger than 4 inches well before last year’s iPhone 6 and iPhone 6 Plus made their debut with 4.7-inch and 5.5-inch displays, respectively. Those introductions ended up being smart moves for Apple, which managed to become the world’s biggest smartwatch vendor in the first three months in the market. Cook noted Wednesday that the iPhone 6 has become Apple’s most popular smartphone yet.