Also, this seems to imply innovation equals new features. In my day, we had an "innovation process" where we found "lead customers" with specific requirements they would pay for. If we then found a lot of people would pay for the same feature, it became a "capital f" Feature, managed by a product manager and tracked through the dev process. Mostly we found a bunch of different customers with similar, but different requirements. We then worked out an API or hardware interface third parties could use to meet customer's specific requirements at a price point the customer would accept.
But... now we just buy whatever HP or Apple ships and hire an intern to manually do the thing we were trying to automate.