Which is?
I'm still struggling to see what makes these a game changer compared to normal BT headphones.
Apple want to make your life better. That's the game plan.
Every gets caught up on the products. I want a better 'thing'. But the point is, we only want things so that we can do stuff. Do it faster, easier etc. That's the real value of great products do. They are a means to the end, the 'doing stuff' is far more important than the product.
Take the AirPods. No, you don't want better headphones. You want to be able to listen to music. Whenever, wherever you want. Ideally, we would be able to directly stimulate our earbones/auditory centre in our brain and be able to hear music whenever we wanted.. maybe even just by thinking "oh I want to hear this now". But technology obviously isn't there yet. But the AirPods are. I have had these for two days, and it barely feels like I am wearing anything. Its great.
Apple, like many other great companies, look at the tasks we need to accomplish in life and think, how can we make it better? You can definitely see that with devices all working together and their development of wearable tech that they have a long term vision for what they think will be a great way to interact with the world and go about our day to day lives.
I predict things like AR, AI and home automation are what they really are pushing for. We see the small steps along this journey each year. Everyone kicking up a fuss every product release when it doesn't change the world is insane and frankly short sighted. Mature product categories are not the sign of the end of Apple. The big stuff is coming.