If something is sad for the customer, it will eventually become sad for the company.
Being "another Google" will not work for Apple.
Apple was about the "complete ecosystem", which included:
- Macs
- iOS devices
- Apps
- iCloud
- Apple peripherals (like Time Capsule, Displays, iPhone covers, etc.)
This was good for the customer, thus good for Apple. Not every "part" of this ecosystem is maximum profitable, but the whole is more than the sum of all parts.
Moving towards just iOS and iCloud = Google, oh, and Microsoft.
In the short-term this is all about "maximising profits" (and people will praise Timmy for this), but in the long-term I'm afraid Apple will have to fight for marketshare by... lowering the prices... bye bye, high margins etc.