Greatest in terms of what? I guess you've never worked at Apple, many would disagree and use Apple as an opportunity to get a higher position somewhere else.
Apple only numbers, sure. Meanwhile Apples global iPhone marketshare dropped to under 14% and Apple dropped to #4 of smartphone manufacturers.
Do you have any idea how many projects Apple is cancelling every month? The only difference is, they're not announcing things ahead of time. They're announcing things when it's already a success and (almost) ready to ship. By that point they've already had countless people outside of Apple testing it for ages with a NDA.
The VR project at Apple existed and has been cancelled for years. They'll announce that when it's measure... and might cancel it two years alter when people won't buy into it.