People blame Cook, and I do too. But for some reason Jony Ive never gets his discredit. He is the one who kicked off the boring rectangle, and it's clear he does not have the capacity to deviate from that. His industrial design was frankly terrible and people have lapped it up. Ever since the iPod, I can't think of an industrial design of Apple's or Ive's that was actually any good. Even today, compare an iPhone to an Xperia. The Xperia is bounds ahead of the iPhone.