Just look at the pundits. Eddy Cue is the definition of "past its prime".
Ha every single press conference, whenever execs come up including Schiller and try to make an obsolete upgrade sound magical, its like watching a crappy comedian, you keep waiting for the punchline and then some relief but it never comes.
Even those product videos they made, I enjoyed watching Jony Ive and other executives explain the magic and technology now they make stupid videos of actors using their products around the world to do real jobs, we get it, Dell can video tape doctors, divers and other people too using 20 year old computers. Whoever is pulling the strings is killing Apple's soul.