Sure. Whether they’re effective and actually able to execute is another question.
A simple way might simply be to put an actual executable in the file instead, and when a user double clicks to open it it’ll run instead. Or there’s stuff to hide in metadata that could exploit particular players, or even some OS preview systems, and get execution that way.
But…..really pretty unlikely. Possible definitely, but you’d have to go through a lot of effort to get hit by something.
Polish.
It useless to be first if that product isn’t reliable, sustainable, practical. Apple adds polish to other concepts to make them usable by the vast majority of people.
Laptops existed…..with weird keyboard layouts and mice that were afterthoughts. PowerBook pioneered the keyboard forward design that every laptop now has.
Smartphones existed……incredibly limited, weird UI, awkward input, targeted at businesses instead of regular people. iPhone changed everything so much that every other design died.
Collecting different innovations and figuring how to combine them in a way that is practical and sellable is their continuous innovation.