After 15 years, the layout of Apple.com is still the same: prominently feature the latest product, with 3-4 little boxes below that highlight other recent products and company news. The homepage has become more evident and intuitive each year. Bigger pictures, less copy, bolder text, fewer items to click… It’s like a giant billboard. They stuck with a format that worked and continually refined it.
Apple’s website is just another example of how there has always been an emphasis on continual refinement of their product lines. There is always a time for innovation, but small, incremental changes are definitely part of what makes Apple products unique.