Over time I went from 0 doc, 0 automation to putting a lot of thought into both. Projects become a bit of a circus to maintain, and nobody can help you out of it if nothing is documented, and good luck when you forget.
Devs aren't the only problem here. In the few large companies I've been in, the assigned doc writers haven't made a net positive. It always takes me so much effort to walk them through what to write about and how it should be written to match how the users actually read and understand content that I end up writing it myself during such meetings. It's a bit of a living rubber duck exercise at times. I've grown to be a high paid doc writer that writes code too.
That said, Apple isn't really riding this wave of AI. So I feel that Apple isn't benefiting, thus it could likely be growing more than it is if it has an AI strategy that was effective.
So I don't think Apple is a "loser" but it also isn't a "winner." It is more of a spectator who is still strong in their own domain, at least for now.
But, if you compare the growth into new spaces Apple did in the 2000s, then sure Apple of today hasn't done anything new in a while. Does it need to? Maybe from an investor point of view?
The hardware side is its own thing - some do not challenge their hardware because their goals are different like Facebook going cheap on VR rather than expensive). While nobody has as complete of a portfolio on what the M-chips have accomplished, the GB10 and Ryzen AI Max Pro seem to be similar in capability, yet late to the party and at this point just one-offs. But I don't think that really matters. Few people are buying based on deeply researched specs, so whatever is cheap and has battery life will do and there's happily plenty to choose from these days.