without jobs it's just a matter of time they go back to being "just an expensive dell" like before
Currently they have Tim Cook at the helm whi is good at continuing Job's vision as the two worked very close for a long time, so the big question is what happens after Cook leaves.
That very behavior was troublesome for Apple in the past, twice.
Two times Steve Jobs swooped in and saved Apple from Dell-ifying themselves. Twice.
Since Job's demise, Apple has relentlessly marched toward Dellification once more. The immediate revenue is tantalizing, it's the dilution of ones own market that ends up killing the golden goose, and the eggs they lay.
The one overarching success of the Tim Cook era is ruthlessly pursuing consumer lock in at all costs.
I mean please just look at their product pages on apple.com.