The problem isn't that Apple doesn't innovate. Anyone who believes that is just clueless as to what Apple does and what innovation is. It may be that Apple innovates too quickly. The iPhone is a great example of this.
The iPhone allows for an elaborate and extensive online experience to do things like web browsing, ecommerce, banking, reservations, information retrieval of all sorts, etc. All supplied by an extensive apps library and supporting infrastructure. The iPhone is THE feature enabled smart phone. The problem is, most people do not use these features on whatever smart phone they own. Most people just call, message, and use a few apps like Facebook or Instagram. That's it. Most of the capabilities of smart phones go to waste.
However, the user's of iPhones are far more likely to engage in ecommerce and use the myriad of capabilities provided by this smart phone. Android users, e.g. Samsung, mainly use their smart phones as just a slightly better phone. Users have yet to catch up to all the technology that is available to them on a smart phone. But those who have by far prefer the iPhone.
Younger people are more likely to explore using the wide variety of features available and will bring that greater use with them into adulthood. People will become more accustomed to doing ecommerce and other diverse computing uses with their smart phones. It will take time. Fortunately, the iPhone is leading the way.
Security is the hot issue for doing any kind of online transaction via a smart phone. The close environment of the iOS makes for a much more secure transaction interaction. Add to this that most mobile transactions are already on iPhone and this just keeps the ball rolling forward for Apple as the smart choice for a smart phone!