Without taking a position on OPs value judgement, the difference between Steve's Apple and Tim Apple's is that services have come to the fore.

Apple has historically always considered itself a hardware company, and now it is a hardware and services company. Small but concrete examples are the Settings page's "Activate your free trial of AppleTV+ today!" and their constant pitching of Apple Card. This is the thin edge, more than likely, of them moving to a model not of monetizing your hardware but rather capturing your data and selling you on a subscription bundle of services.

This transition is in a way necessitated by their declining revenue growth, so they're looking at new ways of monetizing their existing users.