Um, they didn't when Steve Jobs died.... and they knew he was going to die.
Tim Cook hasn't been per say a bad CEO... but I wouldn't say he was the right CEO. Innovation has been meh, software development was killed all over the place and what they have done has been bug ridden garbage with not much in the way of updates....
Apple needs a tech guy at the helm. Someone that can see the connection of hardware and software and bring back some of that Apple magic that's died in favor of margins and very incremental safe bets.
Software is especially a thing for me. Apple used to be "Do it all right out of the box" with full featured suites of apps - and the ones that still exist really haven't changed much in 10 years. Pages/Keynote haven't even seen a new template in a decade (save those goofy animated background in Keynote).
We keep getting crappy IOS apps slapped on MacOS and even those IOS apps have lacked in innovation.
This is true. And that’s what made Apple so special in the Jobs era…while Microsoft based computers were always chasing compatibility issues, bugs, etc…the Mac’s just worked near flawlessly. The presentation of macOS looked stunning and really made you feel like you had a premium, POLISHED product. Sadly, it feels almost like Apple has switched places with Microsoft these days. Always new bugs with each release that shouldn’t even exist, stale graphics updates that nobody asked for, etc. It feels like the software team at Apple is just doing something for the sake of keeping their position and getting a paycheck, there’s just no care or passion behind it. Honestly, I’m feeling that way about all of the Apple
Products these days and it’s a direct result of Tim Cook. A stale leader leads to stale results. I feel that the iPhone air is one of apples best creations in a long time. It actually dared to be different and try something new, just like how Apple used to be.