I don't like the new "corporate" Apple, with all their profit-oriented ideas and pushing products and customers to the back seat. I liked the anti-corporation style Steve Jobs had.
And I don't think Tim Cook was right for CEO.
Disclaimer: This is not a typical Apple is doomed, Steve Jobs was everything type comment. I'll reason with anybody about why this is fact-based.
Revenue is up. Brand perception seems to be the same. The company is just as relevant (look at how the 64 bit A7 chips caused competitors to react, and how Google and Samsung reacted to Apple Pay.) Customer satisfaction is up. By all objective data, Apple is doing just as well - if not better - than it was in 2011.
The big change for some people (like visitors to this forum) is that Steve Jobs isn't introducing products anymore. His charm and sales charisma are missing.
Most people I know who aren't massive tech fans don't perceive Apple any differently than they did a few years ago. They get their product info from ads, the website, the Apple store, etc just as they did before.
You could compare Apple from 2001-2011 and say they turned around the Mac, invented the iPod, iPhone and iPad and then ask what Apple is doing this decade (2011-2021), as we're half way through.
Well... Apple Watch, Apple Music and the new Apple TV are all less than a year old. Comparing them to other Apple products: the iPad was still called a 'big iPod touch' and criticised for not running Flash, the iPhone hadn't made Nokia and Blackberry irrelevant just yet, and the iPod didn't work with Windows PCs.
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Just their Mac business alone brings in around 6 billion dollars a quarter in revenue.
Plus competitors would not be doing what they're currently doing with smartphones.
Hard to imagine no iPhone though. If the iPad had been released I'm sure customers would be asking for one that could fit in their pocket!