As a mobile app developer, I lost count of how many times Android would implement something New And Shiny, and then Apple would come along, sometimes years later, implement that same thing for iOS and declare and market it as Magical and Revolutionary. Usually the iOS one would be a better one, because they'd let Android work most of the bugs out, but I don't recall too many things that Apple did that had never been seen before.
They'll just sack some more engineers to cut costs, and hire more sales & marketing.