I'll also say one of the best things Apple did in recent years was in-house their CPUs.
The iWatch or iPad are probably better examples, as their technological prerequisites existed for quite a while before Apple packed them.
And I’d point out that they’re all fundamentally different physical interfacing methods.
Apple’s last non-physical major products were iTunes (more of a legal / licensing product than a technical one) and the App Store (basically driven by iPhone deployment and lock-in).
Has Apple ever released a groundbreaking non-physical/interface product? MacOS? Final Cut Pro?