Apple is a company that is following the process they learned when Steve ran the show, without any clear understanding of why that process exists. As a result, they are unable to adapt to adapt that process to the external world while remaining true to the underlying principles. What you see is the predictable result: ossified thinking couple with a rigid adherence to "what makes them great". all criticism falls on d…
Apple created Apple University years before Steve died, to understand clearly why they became so successful. They even hired a top professor from an Ivy League university to run it.
Whatever ails Apple these days is not caused by them not understanding how they became great. It's caused by the lessons of the past not being applicable to the reality of today.