Apple has never been a tech innovator. They’re a marketing innovator. And Steve Jobs was the marketing brains.
They need to find a new marketing brain that can make something that already exists suddenly appealing to the weak minded. That was Jobs’ strength. He saw people as weaklings who needed things to bolster their identity. And he made that hole in their self-worth Apple-shaped.
Tim Cook will never take Apple to the next level. He has too much empathy.