IMO it's very possible Apple follows the same path as Sony did. Going from producing innovative hardware to trying too hard into the contents business. They still will make great gear if they keep things simple as in a small company so they can move fast and being the first to introduce something fresh, practical and interesting. So the question they need to answer is, what's next? then doing it fast, reliable and easy to use. As far as Jobs is alive they can still surprise us, but once he passes away, I'm not that sure they're able to move as fast and precisely as they're doing now.