Apple's weakness will always be that they strive towards perfection, which biases them towards creating monolithic mass market product lines.

Things an end user might constitute a critical modification for some market, like a bottle opener super glued to the back of a phone, is a blemish in the eye of Jony Ive. Apple employees are grossed out by hacks, so they can't operate in the long tail. They can only go after the big glorious spike toward the perfect unified One True Way and therefore are destined to hold only 20% market share.

They serve that 20% damn well though. People who want designers to think things out for them.

There's another kind of designer, who designs for chaos, for modification, for play. But those people don't work at Apple.