I think the Apple Effect was largely a result of personal narcissism.

Jobs had to be the smartest and most tasteful person in the room, even when he pretended otherwise. He was desperate for adulation from customers who loved him for his taste, inventiveness, risk-taking, and style.

The motivation was questionable and arguably toxic, but the results were spectacular.

Cook was more of a nickel and dime guy. So far Ternus is looking disappointingly similar.

The share price is all. Customers are the farm animals who Make Number Go Up, and Make Number Go Up is Rule Number One.

The kind of customer focus that drove Jobs is fading into background noise.