Apple is at least in part operating like they are a fashion brand. Functionality and usability are secondary to looks. Both in their devices and their software. It's hard to argue they aren't successful with that.

It probably helps that Microsoft has also abandoned usability, just for very different reasons

I thought it was an Ive problem but once he left nothing really changed. Sure the Mac got some functionality back but that’s about it. They really need to just not do a redesign and flesh out their software.