Jobs was obsessed with design, but it had to actually work. “Real artists ship” was his famous quote and he was making tools for people who also had to ship. Cook and Ive aren’t making tools for working professionals, they are making exhibits for a design museum. This permeates the culture: no one in Apple management gives a flying fuck about the OS (or the keyboard) because you aren’t meant to use it or even switch it on. Just look at it and admire it, on your desk if you’re a pleb but preferably in a glass case in a white painted room.