This article comes to mind.
https://stratechery.com/2018/apples-middle-age/
People really need to stop saying “Steve Jobs would never have done this”. The man did what he felt was best for Apple then given the unique business conditions, just as Tim Cook is doing what makes the most sense for Apple now given the current business climate it is facing.
https://stratechery.com/2018/apples-middle-age/
Keep in mind, the swashbuckling Apple — the one led by Steve Jobs, not Tim Cook — that looms so large in everyone’s imaginations, couldn’t have had more different circumstance. Jobs was a product and execution genius, but in truth we have no idea how he would deal with the strategy questions facing Cook. Making iTunes for Windows was as correct strategically as is making HomePod exclusive to iOS devices; that the former fits ones’ mental model of how a company “should” operate is a matter of circumstance, not principle.
The fact of the matter is that Apple under Cook is as strategically sound a company as there is; it makes sense to settle down.
People really need to stop saying “Steve Jobs would never have done this”. The man did what he felt was best for Apple then given the unique business conditions, just as Tim Cook is doing what makes the most sense for Apple now given the current business climate it is facing.