For the most part Apple seems to be only about perception these days. Back in the day, Apple backed up the perception with top notch products. Best in class performance, best in class tech specs, etc. If not best in class then so close it did not matter.
Today, not so much. Today there are no Apple apps that are best in class except maybe Logic. And Logic is hampered by poor or inconsistently updated hardware.
Privacy seems to be only important when Cook is in front of the cameras. Run of the mill Apple engineers are not given the time, schedule, staff, or money to make sure Apple stuff works right and respects Apple's privacy goals. This is what we see every day and is the result of a finance guy running a software development company. What comes first to Cook is schedule, then profits, then Wall Street, then bonuses, and finally the customer.
We'll see more and more of Apple not living up to its product quality goals as long as Cook is at the helm. Cook will however hit all of the non-tangible non-product goals like green, diversity, etc. That is his expertise. We know this because that is what he enjoys communicating about. That is what he has a passion about.