It's an extension of Apple's new main attractor - convenience. After their initial innovations in computing/mobile tech were out there, there were only two directions left for them to go: make their tech faster, or more convenient. In a sense, they're two sides of the same coin; speed is just a form of convenience. So especially since Steve Jobs died, it seems like the new features and devices introduced have focused on making things easier for the consumer. Whether it's the iWatch, Apple Pay, or even the design of Mac OS, everything Apple does is built around convenience and ease of use. To a certain extent, that was always their strength (hence their mobile innovations), but it seems like they're focusing even more on pure convenience these days.