Design company? Do tell .
https://www.aboveavalon.com/notes/2017/4/26/apple-isnt-a-tech-company
In reality, Apple's largest risk isn't found in being a design company or not being a technology company. Instead, it's in becoming a tech company. If Apple finds itself moving away from being design-led, the product will be put into jeopardy. This is likely one reason why Cook continues to bet so heavily on design.
Apple removed "computer" from their name many years back for a reason. And yet all people can obsess over here is how Apple isn't releasing any new Mac Pros.