For our purposes, it's about the perception of groundbreakingness, not the reality of it. They need to make things that look and feel different than what's available (and in this sense they are breaking new ground in consumer design) and get a controversy stirred. As long as the new stuff is philosophically compatible with the old stuff and a credible claim to the spirit of Jobs can be established, the cult of Mac will grow until they reach some level where these dynamics go out of balance. Apple relies on its underground status for its coolness, too; if everyone had it, the many Mac denziens that want to feel special will find another obscure thing to latch onto.