This speaks to the
Do you think Thomas Edison really "invented" the light bulb out of thin air?
New technology is pretty much always a slight improvement from some previous tech. Marketable consumer technology makes its improvements in things that consumers care about (i.e., getting rid of those bugs and kinks--and this isn't easy, btw, try it someday). Apple wins in the market because they are (a) trying to solve the technology problems that matter most to consumers, and (b) they're better at solving those tech problems than their competitors.
If it was easy (or just a matter of "marketing") then every other company would do it.