In the startup and business world you reward execution not ideas. Ideas are easy.
I have an idea for a memristor based neural processor for low power on device AI, but its worthless because I dont have the 9 billion dollars to realize this idea...
Let's not get into absolutes. Ideas can be as hard or harder than execution. Not many will claim ideas like Special Relativity are easy to come by.
It really depends on the idea and what you're executing. Often in business both the idea and the execution have to work out to captialize. In this case Jobs might have set the direction and Cook capitalized. Both deserve a share of the credit.
I have an idea for a memristor based neural processor for low power on device AI, but its worthless because I dont have the 9 billion dollars to realize this idea...