That’s how it looks from the outside but internally, Apple is also turbulent and decentralized. Products are incubated by engineering teams and only much later

That’s how it looks from the outside but internally, Apple is also turbulent and decentralized. Products are incubated by engineering teams and only much later in the process do HI and ID get involved. PMs analogous to Google’s don’t seem to exist either (as far as I know it is purely a marketing function with little direct influence). Admittedly I’m not too sure how it works once a product gets released and matures into a flagship like the iPhone but bottom-up incubation work definitely continues even on those.