They put the manufacturing and supply chain expert in charge, and that’s what they excel at now. But they lost Jobs and Ive, so now they don’t have the imagination, vision, and design expertise anymore.

They did make an attempt with the vision glasses, but it obviously flopped.

They succeeded for so long with top-down direction because the top had ideas. I think the best move would be to allow for more bottom-up direction. Give the engineers and designers license to run wild a bit.