That's exactly what we imagine happened when Isaacson took part in CNBC's Squawk Alley just recently, where he addressed both Apple and its competition. According to Isaacson, Apple has fallen behind Google and Amazon in terms of innovation and is no longer a leading player in this regard.
"Apple is no longer the most innovative of companies," Isaacson said. "But they are good at execution. The innovation in the virtual assistant space, for example, is coming from Google and Amazon, not Apple."
Finally, Isaacson admitted that Apple doesn't necessarily need to innovate all the time in order to be "a great company", but also claimed that "it isn't in Apple's DNA to be that way". Case in point, Apple just recently released its financial stats for the second fiscal quarter 2017, revealing a substantial $11.03 billion in profits on top of 50.76 million iPhones sold although consumers holding off for this year's iPhone harvest.
source: CNBC
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