Steve Jobs apparently demolished internal units, with the following outcome:
> As was the case with Jobs before him, CEO Tim Cook occupies the only position on the organizational chart where the design, engineering, operations, marketing, and retail of any of Apple’s main products meet. In effect, besides the CEO, the company operates with no conventional general managers: people who control an entire process from product development through sales and are judged according to a P&L statement.
https://hbr.org/2020/11/how-apple-is-organized-for-innovatio...
Most corporations are organised around product groups, but what happens when the mobile products group comes up with a new device and wants to sell it to corporate clients? The enterprise products division might not like that. Imagine if Apple had a Mac division selling laptops, they might not have been happy about the Phone division coming out with the iPad and keyboard cases.
You don’t develop all new low profile keyboard technology, an original touch sensitive display interface system, a new hinge mechanism, a custom integrated security and image processing chip (T2), and a unique 5k display system through neglect. The problem is some of these advancements were simply misconceived. It wasn’t lack of interest or investment, it was poor execution of some of the new developments.
Steve Jobs used to say that being better necessarily meant being different, but being different means taking risks and sometimes they don’t pay off.
For a while, the software quality of new OS releases was night and day, comparing iOS and OS X. It was clear where the focus was. Apple's org structure has it's weaknesses.
Now that it's been a while, it wouldn't totally shock me if they ended up drifting Intel's way eventually.
Now if there were a technology to come up agains the iPhone (glasses anyone?) they'd probably face the same conundrum; disrupt themselves or be disrupted?
Maybe because it's newer and hasn't rotted yet.