Apple of Jobs' era also realized their price premium came from a combination of 'their devices worked for most users' and 'cool' -- Cook inherited an Apple that was already a behemoth, and completely ignored (or never knew) how they became one.

Handing the CEO reigns over to a supply chain or financial person is almost always a bad move.

They're the critical engine to every physical business, but don't confuse an engine with a steering wheel.

(And yes, I know Apple may be a more valuable company today from Cook's tenure, but I don't think anyone would say it's as cool of one)