Make cool stuff, just because you can.
^^ this right here is
SO much what's missing
It's
such a bummer to be, at any given time, the most valuable company in the world ... and yet 100% constrained and conservative and taking no chances, no risks, having no fun side projects or slightly lower volume models "just because we can" or "only we could do this, so we do it.." etc
Just as one example, how about an alternative Apple TV remote variation that you buy on its own?
Something with a different shape or sensibility or meant to also be able to more completely control other components + the ATV itself? Apple TV Remote Pro, if you will
Same for Mac peripherals ... how about a Magic Mouse Pro that isn't shaped like it's designed to cut your skin?
The only innovation seems to be in reducing packaging and shaving pennies off every product at every single decision
Must
every single micro decision "move number up"?
That's how it feels and it just sucks the oxygen out of the room and kills all excitement that used to be there with Apple and Apple products