The thing is, it's easy to say this, but doesn't it ignore the fundamentals of what's behind the magic in the first place. All of their major breakthrough products (Mac, iPod, iPhone and iPad) came at a time when the technology that made them possible had just reached maturity. Add on top of that, their undoubted refinement of UI and industrial design and they created some major winners.
What I think Apple lacks at the moment, is any new just-mature technology on which to base its 'next big thing'. That's not to say Steve Jobs didn't have a huge roll in making all their previous products a big hit, just that there is nothing new on the scene at the moment with which to craft a break through tech hit.