Apple hasn't been the same since the death of Steve Jobs who was a visionary or at the very least knew his marketing

The currency of Apple Tim Cook it very much a safe pair of hands and knew his logistics but he is not a risk taker or visionary

It's why he was chosen as the successor to Steve Jobs and is most likely a reason why Apple is falling behind

I would say that apple has made a massive mistake by investing heberley in China and using China as its chief supplier of Apple products