Apple has peaked. No major new innovation in ages. Fumbled their car prototype, half-assed “privacy” by still having Google be the search for money, fumbled AR glasses, now the worst design and buggiest beta version they’ve had in decades. A COO taking over an innovation company means you’ll grow from efficiency, but if they can’t foster and empower internal leadership who will take bold swings (and fight back on bad design) then that rockets going to run out of fuel. Tim Cook is a great business man, and by all accounts a good person. But their focus on operations, and losing talent like Ive’s, and failing to take risky bold swings have left them lagging. When is the last time an Apple keynote surprised us? When is the last time the “and one more thing” was a big reveal? Without innovation Apple relied on exclusivity, polished design and premium brand positioning to sell its products. All three things they’ve eroded to expand the mass market and drive more top line growth. But that kind of decision is one that eats away at the foundation of your business over time. And this Apple launch, left consumers realizing it for the first time.