It took off because the thing was beautiful and easy to use. Which pretty much spans across all Apple products. That's not business model, that's design and functionality. And going beyond that, Steve Job's business model WAS innovative. Having products that update every few months and making an event out of that? Super innovative and (although in my mind, greedy as smurf) still supremely successful.
Innovation: The term innovation derives from the Latin word innovatus, which is the noun form of innovare "to renew or change," stemming from in—"into" + novus—"new". Although the term is broadly used, innovation generally refers to the creation of better or more effective products, processes, technologies, or ideas that are accepted by markets, governments, and society. Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes.
I'm not sure what definition you're using to define innovation, but by most standards, Steve Jobs was one of the biggest innovators of this consumer technology era.





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