Facebook innovated by displaying your Facebook email address as your primary one and hiding all others.
Facebook innovated by putting more ads in your news stream.
All these innovations were designed to create profits for Facebook and therefore shareholder value. But did any of them make us stop and say: "Wow -- I didn't see that coming." Clearly, no.Mind you, no one saw Windows 8 coming; we just wonder if we'll notice its passing.
So, yeah - Apple is innovating like a startup.