Google is in some ways easier, because there's no real threat to their cash cow, search ads. Apple has to stay ahead of competition in phones. That competition is now quite good, and usually cheaper.
As CEO of Apple, Cook is expected to deliver the Next Big Thing. So far, he hasn't, and he's running out of time. (Cars? Tough, low-margin business. VR? Niche market. Watches? Tried that. Robots? Not ready yet. Voice AI? Already doing that, need to improve. Services? Crowded field, no edge.)
As CEO of Apple, Cook is expected to deliver the Next Big Thing. So far, he hasn't, and he's running out of time. (Cars? Tough, low-margin business. VR? Niche market. Watches? Tried that. Robots? Not ready yet. Voice AI? Already doing that, need to improve. Services? Crowded field, no edge.)