I could be wrong, but my impression is that Tim Cook is trying to position Apple as a lifestyle&#x2F;fashion brand that happens to do consumer electronics and maybe a bit of software, and not as a consumer technology company that happens to be so cool it became a lifestyle&#x2F;fashion brand by default.<p>His idea of better seems to be all about size and superficial design, not user satisfaction. Which would be good if size was all about the user experience - but it&#x27;s not.<p>Jobs fucked up regularly (who remembers OS X 1.0?) but he still had a laser-like focus on the overall experience and he could rely on that to keep Apple on track.<p>Cook doesn&#x27;t have that, and it&#x27;s not clear that anyone else at Apple does. He&#x27;s had five years of significant product launches now, and most of them have been okay-I-guess sidesteps - smaller, thinner, bigger, a different colour - or outright duds.<p>Also, U2.<p>Opportunities have been missed. Apple could have opened and owned whole new markets - user generated music and video, health devices, home automation, the power user high-end. Instead we got a watch and a a TV hardly anyone cares about, the promise of a car that will probably be late to the party, a music streaming service that streams music just like all the music streaming services do, and AI something something something maybe one day.<p>The money may still be flowing in, but the stock is going to get hammered if nothing changes soon.