Apple2016 is a very different company from Apple2011. And a lot of that has to do with Steve Jobs.
I remember having heated debates with friends about how important Steve Jobs was to the "process". I would argue that he was, given the historical evidence of the time he was with the company and what happened after he left. They usually argued that he was an ego maniacal tyrant who intimidated employees, and that most of the decision making was handled by the people who reported to him. When Steve passed away, I hoped.... I wished, I would be proven wrong. That has not happened.
Let's get one thing straight. *No one* could have filled Jobs' shoes at Apple. I am not a fan of Cook as CEO, but that begs the question..... is there someone who could do a better job? (I dont know the answer to that)
Over the past five years we have witnessed the transformation of the management style at Apple. Adversarial to collaborative. The marketing has shifted from geek-appeal to to hip-and-cool. The product strategy seems to have shifted from visionary to market research.
When Apple dropped the floppy drive, ADB ports, optical drive, Flash, there was a person who managed to convince us it was for the right reasons. Now with the migration to ThunderBolt3, I *know* it's for all the right reasons, but I don't see anyone at the company making that case.
Remember in the early 2000s when people would say the PC is dead? Jobs gave us the "digital hub" strategy instead of letting the Mac(and PC) languish(Today iMovie, iTunes and Photos are a mess to use). Is there anyone at Apple today who can see the next age of the PC? Or are they willing to let it languish, and chase after what market research tells them is "hip"(wearable, cars, etc)?
MacOS is severely bloated and is on a downward trajectory(performance, UI, etc), WindowsX is better(performance) that its predecessors and is generally on an upward trajectory(from what I've seen; havent used it). iOS is stale, and hasn't seen much innovation in the past 4-5 years. Software is the "secret sauce" which Apple seems to have forgotten.
I guess we, the Mac faithful, who stuck with the company through thick n thin, see that the company is focused on others these days, which is probably why we dont like the direction the company has been taking. Strangely enough, the company has been making record revenue and profits.
@Michael Scrip
I think Larry Ellison said it best in the original iMac marketing video, "Apple is a company people care about" (paraphrase).