I see a lot of parallels of Tim Cook's Apple to John Sculley's Apple. Tim Cook's, like John Sculley's, is focused on immediate short-term bottom line improvements rather than long-term investments. John Sculley kept staying the course, and Tim Cook is doing much of the same. If anything, the most recent iteration of MBP is sidelining serious developers and content producers.

So yes, Apple's bottom line is growing. Lots of revenue are being made from iCloud subscriptions to Apple Music. Steve Ballmer was very good at improving Microsoft's bottom line too. But they lost search, music, and cloud at the expense of chasing revenue.