The low-risk strategy is exactly what Apple does; they did a beautiful elegant implementation of what everybody else had already done. The original iPhone, outside of being a beautiful implementation of a smartphone, had very few features compared to the existing competition. Since then, they've been making fairly low-risk updates to their platform and they're hardly on the route to irrelevance.
The problem here is that they're creating a wildly complex solution to a non-problem. It's not a question about being boring -- it's already boring because only software engineers care about unifying people's inboxes.
The problem here is that they're creating a wildly complex solution to a non-problem. It's not a question about being boring -- it's already boring because only software engineers care about unifying people's inboxes.