I think Apple is more aware than Intel on their own status. They have more cash than the rest, I believe half their behavior is understanding that their field has been milked and their trying to keep it going the longest they can while thinking about alternative venues. I agree that half their behavior is lack of good sense (me too products, lesser build quality..)

Apple’s business model is entering or creating a new field every decade. This is part of the process.

What's sad about it? Steve isn't here anymore, and it slowly gives opportunity for a new Apple to emerge.

Yeah, except no. Every time a New Apple emerges it gets immediately swallowed or destroyed by the likes of Apple and FAANG before it can grow big enough to be a threat to them, like it happened to Oculus, WhatsApp, Snap etc.

The FAANG quasi monopolies have too much money and power to let new competitors grow big. You either let them buy you out or they'll copy your innovative shit with their enormous R&D resources and crush you so most founders are happy to just sell out and enjoy their riches instead of wasting their time fighting Goliath.

Which gives way for New New Apple :-)