This is just Cook emulating Jobs. Cook is a Charlatan. Apple desperately needs to develop and lead in AI, and revamp its operating systems and software.
Microsoft is so far ahead it’s ridiculous. Take MS Teams for example. It completely destroys iMessage. I know iMessage is good as a focused consumer messaging App, but Apple needs to target business and consumers at the same time. This is what made iPhone 1 incredible: it served consumers and businesses all in one.
iWork online, for instance, is stuck in an over decade old JavaScript framework.
Apple needs to revamp both its current software and introduce new applications like a consumer database program again. Perhaps put out a search engine that is built on AI, with Apple Maps, Photos etc. fully functional online. Apple may also choose to screen every website in its search engine. Also pump out a YouTube competitor screening out all the junk. Etc. etc.