Innovating on power supply would keep the Apple brand appealing to its target audience in the premium consumer electronic products and services market, it isn’t defining or acquiring a new product category that necessarily reinforces the sales of other products and services.
Apple ‘going Echo’ makes a lot of sense. They can try to steal away customers from competitors with the integration message, and it isn’t exactly the most technically complex new product category.
When you service the consumer products and services market, you don’t have to generationally innovate like Apple used to have to do. Even better, let others do the hard selling, then use the mighty ecosystem to help turn those buyers into Apple buyers. Apple’s strategy here isn’t as sexy as it used to be, but it will keep them profitable.