The trouble at Apple is one of culture and timing. The ideals of Apple and the timing of their thinking is in many ways out of sync with the rest of the world.

The trouble at Apple is one of culture and timing. The ideals of Apple and the timing of their thinking is in many ways out of sync with the rest of the world. This was the same that happened to Microsoft when their lets just create machines with a million different providers and slap our OS on top were surpassed by Apple when Steve Jobs came back. The advantages of Apples vertical integration allowed them to push for radical new hardware design aesthetics when that was craved the most. On top of that a completely different way of pushing product in sync with the OS which allowed them to avoid the issues of backwards compatibility which MS struggled with. Today though in many ways the Apple aesthetic have been commoditized and were it haven't Apple just haven't spent enough time improving (looking at you OSX and Mac) I frankly don't think there is much to do about it for the simple reason that it would require Apple to change it's culture from being a secretive one to being more open. This is where Google have many advantages as it's much more in sync with where the world and technology is heading (Cloud, Deep Learning, web). I don't think Steve would have been able to save Apple either although I think he would have done things a little better. I am a big fan of apples products and own only that but I can see a future, if things doesn't change were I would easily use ex. Android phone.