Early iPhones represented incredible innovation, of course — and Apple was rightfully applauded for that. Today, however, Apple relies rather heavily on the prestige they built up during those early years and on people being in the ‘habit’ of buying iPhones and being ‘used to’ the Apple ecosystem. That could mean they’ve begun a long-term decline, but it could be a long, slow decline, rather than a sharp one. And perhaps a rejuvenation of Apple might be possible with a change of leadership strategy.

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