Maybe this might help you understand.
Let me cry in my Silicon Valley beer for a sec.
In the late 90s I worked for a startup in the valley with very bright energetic people. Our company had a revolutionary product in an infrastructure niche no one else had. One of the fastest growing tech companies around with large technical staff and very little hierarchy in ways of middle management. The tech savvy founders focused on solving problems quickly, allowing customer facing pre-sales techs to be creative and come up with solutions together with engineering in the span of days, that would take corporate giants like Microsoft weeks or months to solve.
It was that nimbleness that allowed us to win big contracts ahead of the established players. This is universally true of many startups and "disrupters" with a smart new product and flat hierarchies.
I was lucky to be amongst the first 200 staff and saw the company grow to 5000+ employees within a few short years.
After exponential growth, corporate procedures and a swath of middle managers weighed us down. Take any scene out of "Office Space" and it happens to nearly all companies once they reach a certain size.
Apple was amazing in how it grew to this size and still pump out great products in relatively short order. SJ was not known for for his subtle, laid-back approach. Now that "the cat" is gone, the pencil pushing mice come out to play. Having said that, I still think Apple has bucked the lethargy trend of most large corporations.
It's not so much managerial delusion about Apple's place in the world, but lethargy setting in in the absence of forceful visionary leadership. It is rare for a large corporation to come back from the brink like Apple did in 1997 and behave much like a startup again, let alone for that to happen again. Not saying they're anywhere near that scenario, but the phenomenal success over the last 2 decades is unlikely to continue at this rate.
Who knows, Apple could've easily bought Spotify (if it was for sale), but probably decided against it when they launched Apple Music.
So now Google is back-dooring their way into Spotify according to this story:
http://www.caama.org/follow-the-money-is-spotify-getting-the-bear-hug-from-google/