From 2015-2019 I found this quote massively ironic as it seemed Apple had fallen prey to the same thing. They were trying to sell Gimpbooks with 2 ports and unreliable keyboards for a €1700 base price, and iPhones that were milquetoast iterations of past one's kept creeping up €75-150 per year. Their sales growth was cratering.

People love to say that reducing Ive's involvement is what righted the ship, but I feel internally there must have been way more management house cleaning that they so massively reversed course with the Macbook line, and the price reduction + increased innovation on the iPhone line.