I do not believe in this whitewashing of Apples history, throughout their history they always had problems, either with their hardware or their software.

The one thing that really changed is that every single company looked at Apple and saw something worth copying. Now there are dozens of phone makers, all seeking to emulate Apples success, putting effort into UI, polishing and design. This wasn't the case a decade ago. Just compare the circus bizarre design choice of Android Lollipop (either Stock or with manufacturer/user added layers on top) to iOS 7.

Now Apple is no longer particularly unique, in many regards. And I believe that they were absolutely aware of that and desired to continue being a defining force, instead of being "one of many". It's not that Apple has changed, it is that it hasn't and now desires to force through change.