That doesn't happen with Apple's bread and butter -- beautifully designed, high-quality, premium-priced, incredibly useful and stylish hardware.
That segues nicely to a concern I have been raising of late: Apple risks becoming average and losing focus if it decides to start chasing after leaders from other spaces, particularly Pandora (P - Get Report).
That ties into the notion that you don't want -- at least I don't want -- people at Apple thinking they work for a software company. Talk about creating a false culture where the rank and file loses focuses and Rome falls.
Speaking of an Apple non-hardware initiative: Does iMessage ever work? I have seen Sent as text message quite a bit these days on my iPhone 5.