I would say that having products that are clearly changing games or at least not behind your technologies in competitors.
Apple continues to make minor updates, but sells it as if they were brand new revisions.
Things like fast charging, bigger battery, 5G, a good modem, etc.
Apple's quality control has really gone down. I remember when the MacBook or MacBook Air or iPhone 4 held very well, was very well designed and lasted so long without any problems.
Now their keyboards suck, batteries burst, batteries die super fast. I was just trying to update to see os 5.3, and even after waiting overnight the clock still didn't update!