You're right about innovation. The iMac, iPod, and iPhone were improvements over the competition, taking the internet very seriously. Apple fundamentally changed the music business. Under Jobs (the asshole) the elegance and functionality of its products changed the whole industry. But as the old song goes, "What have you done for me lately?", Apple has mostly focused on shareholder value. The VisionPro is a huh? The putative Apple Car project if it ever really existed has been officially killed. What's next?

The basic recipe for success in consumer goods and services is to make available to the largest number of people what only rich people have. Life insurance and automobiles are 100-year-old-plus examples. So is the iPhone. Now what, Apple?