> someone, once, deviated hard enough that their deviation became the new familiar

That’s not necessarily what happened though. Apple innovated not out of sheer daring but because they also had the best metaphysical paradigm for GUIs that people could also just intuitively grasp. There was a structural correctness to their approach, underlying all the things that we find visually appealing. In the beginning, Google dared and deviated hard from Apple’s design language to establish their own unique identity, but anyone who’s working in the mobile space would Have noticed that Android coalesced into roughly the same patterns over time because of that structural correctness.