I started becoming obsessed with Apple in 2002, when OSX was extremely new. I was one of the first college students with a laptop small enough, and with enough battery, to use during class.
I got an AirPort card but for my first year, I didn't use WiFi because I didn't know that I had to complete a second registration with Yale's network. The card being slotted in beneath the releasable keyboard was such an incredible design that would have made an impression on anybody.
I overlapped with Steve for almost 10 years, and there were always critiques being launched at him. Somehow my aloof awe, where I marveled at Xcode but didn't use it that much, let my optimism thrive. I could read between the lines of the many scandals that left others convinced that Apple was giving in to greed.
Although videos were more scarce then, Steve certainly created enough of them that the ethos was perceptible. In fact, the level of effort required definitely added to the urgency of producing. And while formats and platforms shifted quickly, Apple was pretty proactive about building and expanding powerful foundations.
In fact one of my central observations was that they would often launch interfaces that languished for around 5 years before people began using them. The list of such innovations is incredibly long. And long before they become ubiquitous, people start to see them as so obvious as to not even count as great design.
It's also an excuse to not embrace the tech. If iPad is so obvious, how could it really empower me? This has been a real dilemma that I have wished I could solve. The terse, slick marketing image that Steve designed was only very slightly widened by Tim. He did, however, start to permit a much larger number of employees to speak with the press.
Tim's work was more financialized than Steve's (although Jobs had some incredible deals in that era of high-flying IP rights). He had absolute respect for the agency and integrity of every customer and shareholder. He never really told anyone what to try. His speeches at the beginning and end of every keynote were rich with context; but his shortcomings as a speech-giver made it so you had to review a few times to understand this.
Tim's tenure was always criticized for lacking innovation and I've always tried, mostly here on this website, to help people understand this topic better. There are blind spots that were easy to see developing. Now, Apple customers are using CPUs that have about 100 subunits rather than one overclocked bottleneck; but to 99.999% of them this feels too obvious to praise. The obviousness IS the design; that is the innovation, the conviction. The investment in making YOU empowered.
I don't think Tim Cook ever made anything seem like it was about him. He was quite private about his philanthropy. He hurried to pass the credit for many dozens of major announcements to other executives who could complete the introduction. His work was always oriented to expanding the agency of everyone else, so that they could achieve the things he believed them capable of, without needing to get permission.
Tim Cook's legacy is that he never built one. He encountered pushback and slander that no one else could probably even imagine, and he still kept other priorities. Part of that is down to the actual beauty of the orientation that Steve created, but don't kid yourself - a lot of tough decisions had to be made every month.
Tim even found ways to make peace with Trump, which I have to imagine was one of the more costly efforts to his person. He may have seen the bigger picture by that point but his rank and file must have been incensed. Fortunately Apple employees have almost no balance between work and life, so they're not about to get awkward in public.
In my view, and you'll find it in my historical tweets here, Apple has gone from strength to strength, almost no errors. This will sound inane to most but go and find something to disagree with (Grok will help). I agree that there are a lot of missing pieces in the current software. It happens when you're standing on a mountain of legacy platforms serving more customers every day, more times every day, than any other institution ever, by a factor of 50.
If you want to know some interesting things about Apple I encourage you to ask. I can say for a start that visionOS is really getting rolling, and that App Intents with Siri is a massive paradigm for AI. The App Store economy has shown incredible signs of healing, although subscriptions are currently the only way. Hopefully, our delightful new CEO will expand the texture of information that developers can publish and promote.
In the era of AI it often matters less whether you invest time in Apple. But when it matters less, it also matters more. This year has been bumpy. I don't think the ride is ending.