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It’s interesting how success & potential is defined.

iPad generates ~$20B/year in revenue with huge margins. [1]

If iPad was a standalone business, it be the 156th largest company in the world by revenue (Fortune). [2]

How can having a single product where only 155 entire companies are bigger than it, “not live up to its potential”?

If the iPad was a standalone business, and had no access to the Apple ecosystem or brand, do you think it would still generate ~$20B/year?

Obviously we can't know, but the point is success is relative.

Some people might expect better from Apple and so their standard for success is higher than $20B/year on one of their flagship products.

This is not what the Steve Jobs era prioritized. Revolutionary product first, market share and revenue second.

Gruber follows that philosophy