Because people were afraid of Steve Jobs. They are not afraid of Tim Cook. Steve Jobs never had to come out and say "we're going on triple lock down for security" like Tim Cook has said (and where did that get him?), because people feared the rath of Steve inherently. Steve also knew how to stir up a commotion for a launch like no other pitchman. Notice there were no lines for the iPad 3. That's because Tim Cook is not a salesman, he's a supply chain guy. He figured blanketing the earth with iPads on launch day was the way to go. For bottom line sales, it may have been. But Steve always launched in the US first and made the rest of the world drool for a while, creating hype, buzz, and long news-ready lines at the stores. Over time, Tim Cook's lack of security, and lack of buzz will eat away at Apple's bottom line. Every year, Apple faces more and more competition, as other products from other companies that do essentially the same thing become commonplace. Eventually Apple could become just another Samsung or Sony, for whose products there is nearly zero launch hype and zero lines.