It is impressive what a great diplomat Cook is! It’s also insane how Apple recovered from its mid-decade slump (horrible keyboards, trash can mac, iPhone 6 design, initial reaction to watch etc). Thanks for that, Tim Cook.
On the other hand, Apple lost the A.I. race (to Amazon and Google). The lost the cloud race (to Amazon and Microsoft). They lost music to Spotify. They lost video to streaming above all to Netflix but also to Amazon. They lost home/virtual assistant to Amazon and Google.
They might lose app distribution to Epic or generally an open market. They have to ward of state regulations.
They are in the middle of a huge and ever changing battlefield. I have the uttermost respect for the intelligence and resilience people in that business must have!!!