Earlier quoted context omitted.
Google is in some ways easier, because there's no real threat to their cash cow, search ads. Apple has to stay ahead of competition in phones. That competition is now quite good, and usually cheaper. As CEO of Apple, Cook is expected to deliver the Next Big Thing. So far, he hasn't, and he's running out of time. (Cars? Tough, low-margin business. VR? Niche market. Watches? Tried that. Robots? Not ready yet. Voice AI?…
Honestly, what could be the NBT in consumer tech ? I feel we reached cultural and ontological plateau in most areas. If there's a next it probably won't be a big thing.
The one area where people's opinions did get the NBT right was probably in 2013, where the NBT was predicted to be enterprise.