Okay, here's my two cents.
I'm not anti-Tim Cook. I think he's doing, overall, an excellent job. I think Apple has continued to innovate, and will continue to do so - including the introduction of new product categories. But there ARE some problems that are very real, and need to be addressed.
1. The iPhone. What's happening in regard to marketshare is no joke, and is not to be dismissed. To simply say, "we only cater to the higher end of the market" is a mistake. If marketshare continues to erode, eventually - not tomorrow, but eventually - you will have a situation all too similar to the old Mac vs. PC days. And those were some dark times. What the iPod did right was in finding a way to make truly great products for every price-point. By doing so, it shut out the competition - including competition at the low end, which is what typically eats away at Apple (pardon the pun). Now, more than ever, Apple has an opportunity to "pull an iPod." With a larger-screened device coming, make THAT the high end, aspirational model, drop the price a touch on the next gen 5S to make it slightly closer to mid-range, and bring back the 4S screen size for an inexpensive, super-thin low to mid-range priced model (finally, the iPhone "mini" so to speak). Or, drop the price on the 5C - because honestly, part of the reason it didn't sell as well as hoped is because the price didn't match the product.
2. Innovate FASTER. Steve Jobs was probably not always the nicest person. But he understood that sometimes pressure needed to be applied to bring things to market in a timely manner. This year, Apple needs to MOVE. That new, enhanced AppleTV? It's long overdue. The new, one MacBook Air retina to-rule-them-all 12 incher? Let's GO. The larger screened iPhone with a hopefully mobile payment solution in tow? June, not September this time around. (Which would also steal some thunder from whatever Samsung introduces in March). The iWatch? Holiday season at the LATEST. And here's the kicker - announce it for pre-order 3 to 6 months ahead of launch. (Particularly if, for some reason, it's not going to make the holiday release.) We've seen Apple do this before - with the iPhone, and recently with the Mac Pro. It's something that is typically done when there's an understanding that the wait for a particular product has become so problematically over-long that *something* must be announced, even if it's a "coming soon" to get everyone salivating. That's very much the case here.
3. Ambition. What's a major difference between Google and Apple? Apple purports to "laser focus" on specific products, while Google's ambitions (it has become more clear than ever based on recent acquisitions) are limitless. I once wrote an email to Tim Cook recommending they develop an actual iCar, and just skip over the intermediate "iOS in the car" altogether. It might sound crazy, but hey, "here's to the crazy ones," right? (Or, if you want to put that cash to use, buy Tesla. Probably impossible, but who cares! Find a way.) I believe Apple under Steve Jobs had limitless ambition. I'm not sure that's still true of Apple. I'd like to hope they can get some of that fire back.
Apple is still a great company. It still makes great products. It still innovates. But it's time to broaden that laser focus a bit, put the pedal to the metal, and show the world that Apple is an unstoppable force. Maybe the new company's new slogan - in-house only, of course - should be this: "Apple: Be Afraid." Because right about now, I'd like to be more afraid OF Apple than I am FOR them.