Apple is investing billions into Vision Pro, AI stuff, etc. The next leap for apple will not come from their old products (which are all in mature markets by now) but from the new stuff. Vision and AI (and maybe apple car but probably not) have the potential to take them from a $3 trillion company to a $6 trillion one.
Of course, this all is pretty far in the future. 10 years, give or take, before these products are really mainstream. Apple has to both play the long game, investing a lot in the future, and hold their position in the market right now so as to have enough money and bandwidth and brand value to keep investing. This is a tricky place to be in, stuck between a maturing past trying to juice money out of it and a barely-emerging future. And it's complicated by the fact that Tim Cook will likely step down in 5-10 years (he's 63 right now), right before the big turning point of the company from past to future takes place.
If they can play their cards right, it will be awesome. This is where Steve Jobs thrived. All of his products were brand-new, market shifting, visionary. With Tim Cook though, you never know. If they don't play their cards right...