Invention is not innovation. They didn’t invent the GUI but they innovated it. They blew away what Xerox PARC had been working on. They saw all the ways it could be better and implemented them. They didn’t just package up the GUI and market it better, they made it better.
Maybe modern Apple, but the GUI wouldn’t be where it is today without Apple and specifically Jobs’s Macintosh team, especially those who followed him to NeXT and what they accomplished there then brought with them when Jobs was brought back to Apple.