Following's not what Apple was good at
Steve's real skill wasn't in tech. It was in knowing when a product's time had come. And knowing exactly when the right technology was available to make it premium and a hit. Successful Apple hit the wealthy spender with a big price tag to make up for being first. That's when margins are the tightest.
If Apple takes the strategy suggested they will just be another tech company. And nobody beats Dell at that. Or Samsung for phones or any other company that does great quality/form at a reasonable price. They are in the "suits in charge" phase. That's the dying Apple.
Personally I see there's some team within Apple that's doing phenomenal work. But management isn't doing their job either in marketing/realizing those ideas are great. Or in seeing a project through to success. ex. Apple TV losing Disney.
And another example is the amazing Magic Trackpads and the new interface it brings to the desktop. Touch screens do not work on a desktop. It's awkward. But the Trackpad and going full screen for your apps and all the new gestures revolutionize the desktop interface. Scroll bars are unnecessary and you utilize more screen space without them. Plus no windows! But do you hear about this? No. Well I mean you know there's a trackpad. But nobody explains what goes along with it and why it's important.