Say you're Tim, the new leader of Apple. Your greatest contribution to the company has been to solve logistics and operations problems, to the point where the company is vastly more profitable than all of its competitors.

Do you attempt to re-invent yourself as a design-obsessed visionary in computing devices, something you know you will never achieve, or do you look for big manufacturing and operations challenges? Apple is no longer led by Steve Jobs, and Jony Ive is performing a slow-motion exit from stage.