A company that's hungry, listens to its users, and doesn't dictate to them what they think they want.
A company that will communicate with its users, without having to reveal secrets or put itself at a competitive disadvantage. A simple mea culpa (iPad Pro 2018, anyone?), or acknowledgement that it isn't perfect and can stumble (AirPower, anyone?) isn't going to hurt. Apple users are forgiving, almost to a fault.
A company that's hungry to make products like the ones that helped it rise from the ashes again, not one that's hungry mostly for profit.
A company that doesn't act like it's a behemoth, or one dealing from a position of market power. A competitor that recognizes that it's in a race with others, not only with itself.
A desire to embrace new directions in industrial design, and bring in fresh blood to facilitate that. The Ive era, as good as it was, is arguably passed, and Apple's ID is stagnating with rehashed designs that compromise performance for looks. A line of succession needs to be established, and if Ive is more interested in other things, then perhaps he should embrace them, and leave Apple to allow it to chart a course free of what's become his dogma.
A lot of the things that marked Apple's renaissance now seem lacking in the company. It needs to wake up before it finds itself in a real mid-life crisis.
