The fact is, Tim Cook is doing to Apple exactly what John Scully did…
Under Scully, Apple released the PowerBook 100 series.(Plus, he was only around until 93, so you need to save some criticism for Amelio et. al. The biggest foul-up - the Copeland OS fiasco that left late-90s Macs encumbered with an out-of-date Mac OS - wasn't under Scully)
The PowerBook basically defined the modern laptop with the full-depth clamshell design, the screen occupying most of the top half, the set back keyboard and a large wrist-rest with a central pointing device. The top-end model had an active-matrix screen - now ubiquitous, but night-and-day better than the non-active screens that proceeded it. Yes, there were PC laptops before that, but the PowerBook design was quite distinct & very rapidly copied by the rest of the industry.
Today, it's the MacBooks that account for the bulk of Apple's Mac sales, and a lot of that is probably thanks to the PowerBooks keeping Mac relevant to the mainstream - outside a shrinking niche of graphics/video/publishing users - through the 90s.
Then, under Scully's reign, there's the Newton - may have been a flop product (way ahead of its time) but a consequence of that was Apple investing a shedload of money in an obscure British processor called ARM... without which the iPhone and Apple Silicon may well have never happened... Or, at the very least, Apple would have gone under at the point where they were forced to sell their share of ARM inc. to stay afloat.
Really it's an achievement that the was still an Apple for Jobs to come back to - every other non-PC platform was squashed by the rise of PC clones over the course of the 90s. Even IBM's PC division struggled against the clone-makers (and threw in the towel in the early 00s).
As for Tim Cook - yeah, he's no Jobs but Apple Silicon
is a big deal: it may not be great for high-end workstations, but it's given Apple's main breadwinners - the MacBook range - a huge performance vs. power/battery boost, and done a lot to shake up the industry by showing that a powerful personal computer doesn't have to be x86.
The Watch seems to be a modest success - even though it wasn't particularly original.
Apple Vision looks like a flop in the short term - but I can see what they were aiming for in terms of finding business/professional applications for VR/AR rather than trying to compete with affordable gaming headsets. The car... when that started, by 2025, we were all going to be riding around in self-driving cars making shedloads of money for whoever owned the navigation system & got sponsored to recommend which bar we should visit. It was worth a punt, and even if we weren't driving around in Apple cars we could have been buying cars with Apple-branded electronics. Sure, these things
failed - but Apple could afford the failures, and if they don't take risks they'll never have another big hit - and that means striking out sometimes. Not everything Jobs did turned to gold.
Also, who knows how many valuable patents Apple have stashed away as a result of the Car and Apple Vision...?
...and maybe in a year or so, when the AI bubble has finally burst (after the industry finally cottons on to the fact that
it doesn't actually work reliably and could collapse entirely if it ends up training on its own output) we'll be congratulating Apple for not betting the farm on it (*cough* Copilot Plus *cough*).
The real question is - OK, genius, so what
should Apple be making? I'd say that the Mac and iPhone are mature products reaching the "ain't broke - don't fix" stage of their lives, so they need to branch out somehow (as Jobs did with iPod and iPhone). Nothing Jobs launched was
completely new - not the first digital music player, not the first smartphone, Mac/NeXT were basically implementing stuff from
The Mother of All Demos in the 1960s - even the Apple II wasn't the first
fully assembled personal computer with built in video - Jobs just had a knack for spotting tech that was "bubbling under" and needed some magic to turn it into an attractive product. So, the next iPod should be out there somewhere... any bright ideas?