For all the bravado behind the idyllic synergy behind the Steve Job's Reality Distortion Field, the cracks are beginning to form after his death. These aren't the first signs. I think the message has changed significantly around their core products. Under Steve's rule, we never would have seen an iPad that was thicker, even marginally, than its predecessor. There would be no discussion of A5, A6, O69 processors; Steve preferred to keep those details away from the consumer.
But now, there's political chaos reminiscent of actual corporations rather than the (Walt) Disney-like transcendance that typifies a company with more cash than Amazon, Microsoft, and the US government put together. The SVP of iOS, Scott Forstall, and SVP of retail, John Browett, have been canned and the SVPs of Design, Jonny Ive, and Technology, Bob Mansfield have taken on additional responsibilities. (Even un-retiring in Mansfield's case.