The problem at Apple seems fundamental to me. The CEO prioritizes profit and investor relations more than the product. He is a money guy.
I'd argue that he is (or was) even more a production pipeline management guy, not (directly) a money guy - he got attention for managing the production pipeline so that all the necessary parts and subassemblies got to the factories, and got
through the factories, and got packaged and shipped worldwide, to keep up with global demand
without having vast warehouses full of unsold phones. In 2023 (grabbing a top hit from a quick search), apparently they sold 231 million phones - that's well over 600,000 phones
every day, all year long, meaning they're also having to
make more than 600k phones
every day. It's a
really vast manufacturing process. Tim made that possible, and profitable, and Apple continues to ship great hardware every year - the iPhones are solid phones, and the hardware improves every year (not as much as we'd like but it does improve).
And those phones are shipping with in-house designed custom processors, and now they're moving into their own designs for modems and wifi and such. They're dominating in good hardware at high volume. They're continuing to hit every year on the thing that Tim was hired to get right.
But that's
not software. iOS and macOS are nice, but they could be better. They got completely (and inexplicably) blindsided on incorporating AI features into the OS. And it feels a whole lot like the marketing department won an argument and got them to commit to showing a product demo with a bunch of new features, where the code to make it all work was still on a drawing board somewhere - it wasn't demo versions of the alpha software running in carefully controlled conditions, it was the graphics equivalent of a powerpoint presentation, sold as being in the works, with the hope that the developers could write it all from scratch and make it work before the time they'd promised to ship it ("no worries, my term paper isn't due until 9am, I'll just pull an all-nighter and write it now"). And they missed big time, and it has blown up in their faces - one of Jobs' rules was "under-promise and over-deliver", and they blew that, and it has hurt their reputation now.
There's so much of the time it feels like Apple is running on perhaps half or a third of the number of developers they should have, and they keep having to move people off one project (that should have permanent staff) to go fight fires on another project. They mostly kinda sorta keep this from showing, externally, but this time that didn't work, and it looks bad. They've got practically unlimited resources, they need to figure out how get things done on time - if it takes more people, or whatever, well,
spend the money, and get it done.