> The more Apple talks and moves like other big tech companies, the less special it gets; the less special and distinctive it gets

Special and distinctive to whom?

Apple is a mass market consumer brand. They are half of the mobile phone duopoly.

Most consumers buy "oh shiny", they buy status symbols. They do not read HN. They do not think about UI. They do not really care about technological or design innovation. They stick with brands (especially in technology) rather than compare alternatives when they make a new purchase.

Apple is well aligned with them, that is why Apple is successful