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…
On the other hand, if pre-iPhone Apple could invest into inventing the iPhone, I don't see why today's Apple could balk at a new effort of this kind, since today's Apple is vastly richer. How much did the original iPhone and iPad cost to create? I imagine it would be an easy effort for 2022 Apple, and even a total failure would not dent their revenue by much. I can't imagine Cook being unable to do it.
maybe this is an over simplification but, who has license to consume large amounts of resources across the company, potentially all of it being a loss, and not be fired?