My theory (everyone has one) is that Tim Cook is excellent at delegating and orchestrating operations, but he lacks the combination of qualities, charisma and personality of Jobs that pushed(forced?) people to go above and beyond and surpass expectations.

Jobs likely had zero tolerance for good enough products. Cook, I presume, would have wanted people to stay that course but looks like that didn’t happen, and he wouldn’t boss them around until it did, because maybe he himself doesn’t know what is great and what isn’t and delegates that to his lieutenants, and because that’s just not who he is and how he treats his people.

Apple execs have to do a lot of soul searching to do and should put their resources to a better use. Invest in quality products(that was their trademark but they kind of lost their way there), invest in ‘cloud’ services and AI/ML because they can’t afford not to, innovate in hardware, and understand that many of their competitors are constantly and consistently out-Apple-ing them so time is ticking.