My opinion: Apple should leave the content business, period. Allow app makers to fill that gap, there are well enough of them.
Focus on building devices and software platforms for developers to build apps for. Focus on improved Pro apps and developer relations and customer experiences.
Make more things cross-platform such as tap-to-share, sending cash and iMessage.
Get rid of half the products you make and make doubly-good the remaining half. Adding an additional display size in many cases. And fix display sizing in general, the laptop display sizes are illogical and confusing, as is iMac.
Simplify product naming across the board. No numbers or childish sub-naming (mini, plus, iPhone 19 Pro Max Extreme Bananas). Just call it iPhone and give it three sizes and make a big fat one called iPhone Ultra in three sizes. No other phones. Apple Display, Apple Display Pro. Simplify.
Address common product complaints. Both hardware and software, including long-time bugs and basic missing and expected features.
Fix the AAA gaming problem.
Create a drag-and-drop design app that also features voice input for shape and gradient generation and manipulation. It’s insane that in 2026 an Apple app developer needs a third party app to make an app icon and branding logo.
After exiting the content businesses, it leaves so much work to do if the focus comes back to being great at the few things you do. It leaves more than enough work.
Tick-tock from software focused year to a hardware focused year, focusing on hardware practical and functionality and software reliability and delight.
Stop trying to be everything and make everything. Refocus on devices. Double iCloud storage tiers.