No doubt their core business is extremely profitable but they are just not making much waves these days. What other company do you think can command headlines simply by announcing a cleaning cloth? Google is shuttering services left and right, Microsoft's smartphone foray failed, and neither of them really has an ecosystem in the same breath and depth that Apple does.
These companies will be around for many years to come, and I don't wish for any of their early demise. I just don't feel any passion for Microsoft products when I am all in on the Apple ecosystem and my work-issued windows laptop runs like crap. Office works but it just feels so bloated compared to google docs, and I feel like half the time is spent grappling with alignment and formatting issues. In contrast, iWork's has like maybe 10% of the functionality of Office, and that's really the 10% that I will likely ever need, but I will never be able to make it work in a windows dominated work environment. Google has these few core products (chrome, drive, search, maps, YouTube), but everything else feels like it's perpetually in beta stage, and I really only use those for work (use maps, DuckDuckGo and safari on my apple devices).
I have spent close to the last decade teaching from an iPad in the classroom, because windows tablets were crap. Since then, I have gone all in with the apple ecosystem and not looked back since. It ultimately comes down to me using apple products because I want to, and using everything else because I have to.
I also wish Apple would bring more of their services to my country. I would love to apply for an apple credit card, and sign up for Fitness+, and use Siri on my Apple TV.