just my humble opinion - i believe aapl has crossed the threshold into the territory which steve jobs famously described as the hallmark of the Scully era[0] - their endless pursuit for revenue has pushed sales and marketing people to the front of the line and product people operate in their shadows.
of course in a company as big and wide ranging as aapl, there are so many competing priorities and things to focus on but, IMO, tim cook is a real life paperclip maximizer. early on in his tenure there was some criticism that he was a "bean counter" and would ruin things cause he wasn't Steve, but rather than cutting costs as a traditional beancounter type would, he has been ruthless in pursuing what works to continue the endless revenue climb.
there are certainly many things they could work on but choose not to, or could do better, but when you're in Cook's position and you are the preeminent Elephant (far larger and less capable of dance than Gerstner could have ever imagined), you have no choice but for changes in direction to be slow but large in magnitude.
and at such a massive scale, while aapl could stumble out a new product/service and vacuum up tens of $millions, there are fewer and fewer opportunities which will clear their IRR. Taking some liberties interpreting here, but hence why they feel the need to extract value from App Store payments, turn a blind eye to scam apps, Google as default $earch, etc; their gravitational pull is so powerful that, as a proper paperclip maximizer, they would be derelict of responsibility by not simply sticking their hand out the window and siphoning incremental revenue. I imagine Cook in Ballmer's sweaty Oxford shirt yelling "Services! Services! Services!".
back to the OP, all that is to say i see aapl's future as rocky, since there will be less and less of a cohesive product vision going forward as emphasis skews back and forth across revenue categories. Not to mention navigating the regulatory waters.
[0] - https://www.youtube.com/watch?v=P4VBqTViEx4