My two cents is that you are missing a key point - Apple needs to expand, in a meaningful way, beyond the iPhone. You know the list - streaming video / Cloud / content / .....
Remember when Apple was going to OWN the living room? What happened?
It is very slowly getting there with it's online services, if that was the case they need to do something big as if they are making a car it won't be ready for a good few years yet.
As for the living room, I believe the content providers and owners had other ideas about that, plus it is battling against games consoles and Android TV boxes.
Apple messed up big time I think with the living room idea, they left it fffaaaarrrrrr too late to decide to dominate it.