People buy the Apple hardware but stay for the software. Scott Forstall might have been considered but he didn’t play well with a few other key design and hardware people at the time. In an alternative world where SF is CEO, you’d end up with an iPhone X that looks like iPhone 4/5 and might have had weaker hardware but largely compensated by better software (as demonstrated by iOS 12, early iPods and macs, etc.). Then with time, the skeumorphism would dial down and meet iOS 7’s extreme minimalism in the middle, like current iOSes are doing anyway. SF knew machine learning, so Siri would definitely have been his focus too.

There’s a niche of folks who are waiting for SF to make a come back the same way SJ did =)