IMO Apple grew too much it became another slow megacorp, more connected to their quarterly reports and shareholders than their consumers and engineers. The growing Apple was the one that gave us innovation.

I'm not saying it's dead, not by far, but it has become stale. The biggest innovation it has made in 10+ years was using their mobile processors in laptops.

That is the usual path. You can say the same of Google or Microsoft or pretty much any big tech company.

Its true of many businesses outside tech too.