I would refine the above by saying:

Apple's biggest and most persistent strength has never been visual design, it's been holistic UX design. Those often get lumped together but they are different. Letting either visual design or engineering take priority over the user experience is the big pitfall, and while Apple doesn't have a perfect track record here, they're not even in the same galaxy as most of the tech world. I would even say that in the post-Ive world, they may be at an all-time high.