Yes, that's exactly what I'm talking about: Apple can do that because everyone involved works at the same place and owns the success or failure of the product. Google or Microsoft have to be a lot more conservative because they have limited ability to force the hardware vendors to do something and they'll probably get blamed more if it doesn't work well: people are primed to say “Windows <version + 1> sucks!” even if the real answer is that their PC was marginally-specced when they bought it 5 years ago.