Are you kidding? How long has Cook been promising cool stuff in the pipeline each year? He's clueless, according to half this forum.
As for the Apple credo, it doesn't even mention customers once. It's namby-pamby non-specific, a hallmark of Cook's reign and the way he himself speaks. It's full of unicorn dust and promises nothing.
Want to see an example of a much more specific (and just as long) credo?
Click here to check out the one for Johnson & Johnson. Now it is a credo that anyone could understand and get behind.
I had one of the first, and have given a couple as gifts. That's why I know that new (non-fanboy) owners actually had to be shown how to do many things.
I also learned not to give an Apple Watch to an iPhone owner who always has their phone in their hands. They have no use for the Watch to alert them, as they're going to go straight to their phone anyway!