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I think there's a misconception about what Apple actually excels at underlying all the negativity surrounding Tim Cook. Apple excelled at taking innovative tech and making it accessible and marketing it as must have.
The only truly brilliant innovation over the years was iTunes as a business strategy (and it was brilliant). 2000cs has the best analogy ... they are/were a fashion company. The iPod was nothing special (it was iTunes that made the iPod). They didn't invent the mouse or the GUI, they made Xerox's tech consumer accessible. They didn't invent the smartphone or the touch screen. They combined the two to create a killer device.
Subsequent to each of these product breakthroughs, Apple has relied on its captured community of users to drive growth. Tim Cook has more than ably managed the company's operations through the current cycle of captured user based growth. What Apple needs to find is the next great idea that they can turn from Xerox's test lab into a a Lisa ... it isn't a smartwatch and it isn't AppleTV. Absent that, Apple's ability to succeed is keyed to two basic imperatives: keep the captured customer engaged; and, effectively manage costs and revenue. From where I sit, Tim Cook has done a pretty good job of both. If Jonny Ive had a bright idea about that next killer Apple adoption, we'd have seen it already.
Yes, Tim Cook is not Satya Nadella, but he's done a pretty good job overall.
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