Apple was NeXT but not anymore. All the NeXT people were pushed out. Turns out, most of the work was being done by the NeXT people. Probably when Scott Forstall gets stabbed in the back by Tim Cook, that was the end of the NeXT era of Apple.
We all know that Snow Leopard is considered by many to be the peak of OS X, and Craig returned afterwards. Coincidence?
Apple doesn't do servers, they decided to get out of that market.
Apple decided it doesn't care about workstation market any longer.
The desktop market worldwide is about 10%.
The mobile devices market worldwide is about 30%.
Sure it crushed, in the few countries where Apple rules like North America.
Ferrari isn't crushing it, regardless how you sell their profits over the car industry.
Apple wants to be the Ferrari from computers, which cuts their growth opportunities.
As did Alpha with Windows NT x86 executables.
It was impressive back in the 1990's.