I think it's quite the opposite - I think Apple have always had issues with every product launch, but the number of people now using them, and the bar / expectations are so much higher - they can't catch a break, rightly so - they charge a premium, and for 10% of the cost you pay Apple you can get a competitors product that's 90% there.
Tim Cook & Apple's board have an absolutely stellar team of VP's, from customer service to engineering, but I think they've given themselves too much freedom in terms of "throwing shit at the wall and seeing what sticks". They're so comfortable with their brand, cash piles and whatnot, that they can release so many variants of so many products and not even worry about the wasted man-hours and resources spent on it.
I get the feeling there hasn't been anyone there taking a step back and going "Y'kno, we can totally do this, but we shouldn't".
Butterfly keyboard? I love how slim their laptops are now, but did they really have to go and re-engineer how a keyboard works? Even in its 3rd iteration, I have a space bar on an almost new Macbook Pro that just won't stop sticking.
iPhone XR? We've priced out the XS for most folks, but let's make a cheaper one too! Oh wait, we have the 8!
Watch Hermes? Or ceramic? Around the $3k mark you're in Rolex, Omega territory; and those watches will be worth more in a few years than anything Apple release.
Etc etc.
I don't know what motivates a lot of folks to buy Apple, but for me it boils down to:
- Stellar customer support
- Reliability & durability
I don't particularly care too much about having the latest / greatest hardware inside my products; but so far Apple are still lightyears ahead of the competition on those two fronts.
I can be pretty much anywhere in the world that has an apple store, walk in and get my keyboard issue sorted, and my many other iDevices have easily lasted a few years and are still going strong.