Researching and developing M processors allowing laptops unparalleled power relative to power usage, R&D for AirPods which apparently had sufficient utility to become quite popular, and R&D for Apple Watch which also became quite popular.

Apparently, this qualifies as

> Under his leadership, Apple has seemingly become a crack head, getting high on the App Store revenue.

To some people…

And also developing a new business creating and selling movies and tv shows.