I had been critical of Tim Cook and his team for years - they had been mismanaging that beautiful company. But it is hardly their fault from middle term (few years) perspective.
They got golden goose and they had been milking every single dollar out of it. And returning some cash (which they clearly have no idea how to put to the good use) to investors. From their personal perspective (stock options, bonuses, fame and perks) and from the perspective of Apple shareholders (ca. 2008) it had been very good 10 years. And this is what you do - grab as much as you can because good times won't last forever. It didn't.
Sure - they had the opportunity to make Apple into Mercedes or BMW of personal electronics - delivering great products for 100 years. But who cares about forever?
PS. Same goes for FB. It was clear from the beginning that social networks is just a fad that won't last. 10 years and so much profits is a good run. Move on.