What Steve Jobs was REALLY good at it. Was taking other ideas, then wrapping them into something the average Joe Actually wanted to buy.
Smart Phones: Existed before the iPhone, but were super popular in Business and for power users, the consumer wasn't to interested until the iPhone, because it was nice and easy to use.
Same goes for the Tablet.
The epitaph for Nokia, Samsung, RIM - Apple made stuff people actually wanted to buy and was easy to use.