Apple is rarely first with new technology. NFC has been around for years, but is only becoming useful thanks to Apple Pay.
By the same token, the Cupertino tech giant didn't invent the smartphone, but reinvented it with the iPhone. Ditto the tablet and the iPad.
Apple's skill is in making technology usable – and understandable – to people outside the tech industry. Ask a technophile why they own an iPhone. Chances are because it's easier to use.
This 'It just works' philosophy has made Apple the most successful company of all time. It recently became the first firm to be worth over $700 billion.
But lately chinks have been showing in its armour.
iOS 8 was riddled with bugs when it touched down last year.
Obviously any new operating system release will have its teething problems. But iOS 8 needed a team of dental specialists.
Email wouldn't send to trash. Bluetooth didn't work. Apps wouldn't download, or if they did, they wouldn't update.
Wi-Fi was slow and frequently dropped out altogether.
Battery life sapped quicker than before. Syncing music was slow and sometimes didn't work.
The screen was too dim. It wouldn't make calls. Sound didn't work. Performance ground to a halt.
And that's just a selection of the problems.
Which is why the fact that iOS 9 will focus on stability and optimisation is such welcome news.
According to sources, the people with screwdrivers will put a "huge" focus on fixing bugs, maintaining stability and boosting performance.
That should mean fewer bugs, fewer crashes, and nippier functionality.
In other words, it should just work.
That doesn't mean there won't be any new features. Apple is working on a number of exciting developments including Transit and indoor mapping features.
But we should have plenty to play with before then.
The Apple Watch should be integrated in iOS 8.3, which has already been seeded to developers.
iOS 8.4, meanwhile, will introduce Apple's new Beats-based music service to the world.
New features might get the headlines, but performance is what matters, especially to the legion of technophile Apple users.
If their iPhones start having problems, they're likely to look to other manufacturers.
After all, new features aren't much good if the phone is unusable.
Thankfully, Apple has previous in this area. The Snow Leopard build of the Mac OS desktop operating system was billed as a top-to-bottom refinement of existing features.
It made Macs run faster and leaner, and crashes became all but a thing of the past.
And it's worth remembering iOS has undergone a huge overhaul in the last couple of years.
iOS 7 introduced a whole new look – for the first time, design supremo Jony Ive got his hands dirty with the software as well as the hardware.
iOS 8 refined it, debuted a couple of cool features like Health and Apple Pay, while also prepping iOS devices for the Apple Watch.
With iOS 9, Apple just has to make it all work.