I think the Apple example is oversold and in any case apples to oranges. In the very first days of Apple computer, they built a computer that Woz would want to use, then showed it to fellow hackers. That was enough to get the flywheel going and they built from there. Later they did more radical innovation, but remember that those often failed (Lisa) or needed tens of millions in marketing to really take off (Macintosh). As much as we venerate the Macintosh now, it had trouble getting traction at a profitable price in the early going.