Steve Jobs had vision, taste, and an enormous drive with an ability to push others to do things as he envisioned them.
Tim Cook is a good executive but I'm afraid he's not at Jobs' level. Lately Apple has been reacting, not leading, as far as the out of the box thinking is concerned. When Apple does something they seem to put more effort into it, so they are generally successful. But, they didn't come up with a portable tablet - Mini was a relative latecomer; they are still not competing In a phablet market and I doubt my next phone would be an iPhone, given how great my wife's Galaxy S3 has proven to be, with a much larger gorgeous screen and far longer battery life than iPhone ; iOS7 was seen by many as a step back in graphical design - something that never happened under Jobs. And it's not Cooks fault - you can't expect him to be a visionary.
Apple still makes solid, well put together and expensive hardware, and as long as Android manufacturers tend to be sloppy, Apple will sell well. But under Jobs, they were the first with iPod, the first with a real modern smartphone, and the first with a real modern tablet; now, as I said, they seem to let others take the lead in developing new ideas, and then try to mimic them utilizing Apple's superior product design and manufacturing processes.