Oh, no, Apple is the type of company that has to have a few spectacular failures in order to succeed. Even those failures can be the path to success (e.g. Lisa and Mac).I'm afraid you're right
I think also fear of failing has crept into their designs, i.e., playing it safe
Tim Cook, are you listening? I hope this assertion isn't true!!! Playing it safe is the one sure way for Apple to fail in the long term. Sure way.