Here are some big mistakes that Apple acknowledged and often took years to correct:
MobileMe
iPhone price reduction followed by refunds for customers who were overcharged
Final Cut Pro X pre-mature release (which caused FCP to loose to Premiere in the NLE battle)
AntennaGate on iPhone 4
Apple Maps
Apple Watch Edition
Performance reduction for low battery
iPhone 6 issues
Scissor Keyboard on laptops
HomePod pricing
Trash Can Mac Pro
Lack of new MacPro for 7 years
Apple Studio Display stand
Delayed release of 5G
iPhone C
There are more of course. The point isn’t what they get wrong. The point is to alter the decisions away from Hubris and the desire for more and more and more.
I am genuinely curious as to your take on what you feel these missteps are supposedly a symptom of.
I have my views on issues like Maps, battery-gate, Mac Pro, Studio Display Stand, even the iPhone 5C, and have argued for them more times than I care to remember (some of them are easily essay-length), and I don't see to recall seeing any common issue that might be a cause for concern.
Mobileme - no idea about this, as I wasn't an Apple user then.
iPhone price reduction - so Steve Jobs shot for the moon. Big whoop.
FCP - no idea either
Maps - better to bite the bullet and boot google maps from iOS than be held hostage by them any longer. That maps would take years to improve (and is still being improved) is simply the nature of tech. Such things just take time. You are not going to morph Maps into a clone of Google Maps overnight no matter how much money is thrown at it. I am with Apple on this one.
Apple Watch Edition - Are you referring to the $19000 gold Apple Watch or the ceramic Apple Watch model? Because I actually love the latter.
iPhone 6 - If you mean bend-gate, that was resolved with the 6s. As the supply chain for the iPhone typically takes about a year to set up, I can understand why Apple didn't fix it any earlier.
Antennae-gate - it was a minor issue affecting a small number of users who chose to hold their phone a particular way. It would be fixed with the 4s. As with the iPhone 6 debacle, it's likely not an issue that Apple could have rectified right away, because of the way their manufacturing process is set up.
Battery-gate - how do I summarise this? The issue is a mix of Apple being too secretive and people holding on to their phones for longer than 2 years.
Scissor keyboard - no excuses there. My guess is that Apple thought they could eventually engineer a fix for it. I guess they thought wrong.
HomePod pricing - it likely wasn't cheap to make, and pricing it any lower at the time would have made it unprofitable to sell. Hindsight is always 20/20, but a lot of Apple's pricing decisions make sense when looked through a profit-maximising lens.
Mac Pro - my take is that Apple did lose interest in it for a while, in part because a lot of their time and attention went to the iPad (pro) and wearables. Apple probably did believe that they would successfully migrate a portion of Mac users to the iPad, leaving so few people needing a Mac Pro that they could drop it altogether. When you consider that the Mac Pro is a very niche product (albeit one with a halo effect) vs the very profitable Apple Watch and AirPods market, a case can be made for Apple was right (at the time) to prioritise tablets and wearables over the Mac.
Stand - if you mean the $1k stand, I don't see anything wrong with it. Apple chose to sell them separately because they knew that many people buying the display for the office would possibly opt for a VESA mount, making the stand superfluous. It's a feature, not a bug.
Delayed release of 5g - you mean waiting for 5g modems to not be so power-hungry, and for the 5g network in the US to be more developed?
iPhone 5C - at the time, it was a cheaper iPhone 5. What Apple got wrong was that their clientele wanted the best, wanted to be seen using the best, and were willing to pay for the best. So it's a happy problem when people are opting for your more expensive offering over your cheaper one.
If I were to try and draw a common thread between these incidents, it comes down to the following:
1) Apple likes to wait for a product to be ready before releasing it. It can be in the form of infrastructure (eg: 5g, NFC payments), getting said infrastructure in place (having a critical mass of iPhones before releasing AirTags) or having the capacity (waiting for Samsung to be able to supply sufficient quantities of OLED screens before bringing them to the iPhone 12). It is in part a limitation of their need to manufacture at scale, which in turn means that components and processes very often have to be sourced way in advance. Sometimes years.
2) Their product roadmap, including their decision to focus on wearables over Macs, can (and has) actually be explained using the grand theory of Apple. In summary, it goes back to Apple's overriding desire to make technology more personal for the end user.
3) They are secretive. Sometimes frustratingly so. It is in their company culture to not conduct product R&D in plain sight (like announcing a product years before it's ready). That we choose to spend hours here speculating over why Apple decides to do things a certain way is on us, not on Apple for not being more forthcoming (and they are under no obligation to communicate any more than they strictly need to).
So yeah, Apple is not perfect, but all signs point to Apple remaining a very well-run company overall, and still being a design-led company, even after the departure of Jony Ive, a couple other designers, and with Jeff Williams serving as the bridge between the design team and the rest of Apple leadership.
Apple is pulling away from the competition, and will continue to prosper for a good many years to come.
Viva la Apple! 😊