I probably sound like a broken record, but the death of Apple won't come from being behind on AI, from losing developer support, from bad products or services. Fundamentally, it'll be because it is optimising for being on the stock market and chasing endless revenue growth.

All other issues I've outlined is a symptom of that fundamental issue. Apple is losing its soul.

The author suggests Steve would have done something based on what Steve did in the past in that particular set of circumstances. But it's not fair to suggest what Steve would have done today, given where Apple is now. Would Steve have said "screw it" to the share price and just ran the company with the same ethos? Maybe, he was bold like that. But then he also had a Board to answer to.