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Apple Is Falling Apart (On Purpose)
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- Published on Feb 17, 2026
- Apple's executive exodus isn't the beginning of the end-it's Tim Cook's final masterstroke before he walks out the door.
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Tim Cook's Apple succession plan is unfolding in plain sight as executives Kate Adams, Lisa Jackson, John Giannandrea, and Alan Dye depart Cupertino-but this isn't corporate chaos, it's choreographed transition. Giannandrea's removal follows Apple Intelligence failures and broken Siri promises, while Alan Dye's surprise departure to Meta left Apple blindsided, with insiders reportedly celebrating his exit and welcoming replacement Stephen LeMay. Meanwhile, Johny Srouji confirmed he's staying despite Mark Gurman's Bloomberg report, and Apple's Silicon chief remains crucial to the company's future under a likely John Ternus CEO succession. Comparing Apple's strategy to GE's Jack Welch disaster, Amazon's smooth Bezos-to-Jassy handoff, and Disney's Bob Iger-Bob Chapek nightmare reveals why clearing the executive deck before a leadership change prevents the "shadow effect" that doomed previous corporate transitions-and why Tim Cook stepping into Arthur Levinson's chairman role by 2026 sets up Apple's next decade.
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Finding out that employees inside apple were happy that Alan Dye quit gives me a glimmer of hope that UI could improve in the future.
It will take at least 3 years, I think.
@JoeyMarziano oh the UI will improve much like the iOS7 flat UI improved throughout time
@humanmerelybeing1966Depends, it might just lead to a slow reversal back to their old assets. Newer versions already let get rid of liquid glass from the clock back to the original flat look and an option add a much heavier tint to the glass that looks closer to how it looked pre-26.
The fact their already winding it back after only a few months is definitely a confession.
@UmbreonShapeshifter that’s true, but there are also elements that can’t just be slowly changed to look like before, ie the horrible location, size, and arrangement of navigation elements. You may well be right though. Or maybe they’ll just wait until everyone forgot what it used to look like and then switch back and call it something new.
@SuperCacho Tbf I actually prefer much of the style of iOS 7's flat look over new iterations through to 18.
Alan Dye wrote his resignation letter with liquid glass, but no one could read it.
Poetic tho
Lmaoooo
To Android Users: This joke is the equivalent of writing on a white piece of paper ... with a whitener.
He went out in similar fashion as Steven Sinofsky of Windows 8 fame.
@JoshWilliams123 haha. So true! 🙈
ngl might need some more snazzy labs business vids
Snazzy Office incoming.
Yess…
Nelson For You
Yes! YES!
That video was so insightful. I haven't seen a video like this about Apple in a long time.
There was a tweet about Alan Dye’s departure, “both Apple and Meta’s collective IQs increased by this move”.
@dmug oof
Mega burn 😂
@dmug hilarious
lol
To be fair, Jack Welch basically hollowed out GE before he stepped down as CEO.
Yeah I woulda quit immediately as well
Every company is getting hollowed out or bought out and hollowed out by it's new owners, all in the name of the appearance of short term growth for the shareholders.
He set a horrifying precedent that enabled other CEOs to be greedy and *very* shortsighted!
@ENCOM786 Every company?
@kevikiru Generalization. Not literally every company. A few are sticking to quality and customer retention.
Snazzy, don't always watch your videos on tech and all things Apple, but this "business" side with your reasoning really hit something in my brain. I was hooked the entire video. Maybe it's because I really enjoyed Succession? Very interesting human and psychology lesson. Will be interesting to see what Tim's route is (and your hypothesis) definitely won't go quietly haha
@JustinWelham 100% agree. Don’t often watch but this was great
it's like tech game of thrones
I 100% agree with this.
same here
@JustinWelham That’s “Mr. Labs” to you buddy.
I'm not sorry but Jack Welch was a horrible CEO. That dude screwed over everybody by leaving GE as a "hollow shell" and by ushering in a new era of cut throat capitalisms. Screw Jack Welch forever.
Amen to that!
@Mario_Fields 100%
He was a horrible CEO, but I also thought he very well respected in certain circles (for his greed and IMO shitty management). That being said, the people who respect Welch get no respect from me lol
Neutronium Jack screwed GE, client industries, economy, and long term stakeholders.
Jack Welsh made GE share holders a lot of money, but he’s also the template for much of what is wrong with corporate America.
16:33 AI has poisoned my brain to always be skeptical of the “It’s not X - it’s Y” sentence pattern and I hate it lol
Hahaha. Now imagine my frustration being someone who has always written that way-and with em dashes too. MY IDENTITY HAS BEEN STOLEN!
@snazzyI love using big words and em dashes and it is maddening having to either screen record my work or dumb it down for my professors so I don’t get accused of using AI. I am in college. WHY???
@saibopengke77 same. This ahh structure makes me think every single time it was written by an AI bc of how much it uses it. I can no longer hear that type of phrase without thinking about AI, even if I am the one saying it 😭
Agree, as soon as i hear this im ready to close the thing i watch
Em dash was my spurring partner for years 😮
When all these announcements were happening I said, “Quinn should make a video and shed some light on this topic.” Thoroughly researched and articulately delivered as always, thanks!
Quinn, when you flash up articles on screen, could you add them to the description or have a link to used articles?
It's funny how everyone cheered when the designer of Liquid Glass announced he was leaving Apple 🤣
I think Apple will move away from Liquid Glass next year
@Madeintheshade65 lol... feels like how Apple made a huge deal about Titanium in the 15, only to remove it 2 years later
@totallynot.david01 I personally still love the 16PM AS IT FEELS MORE LUXURIOUS compared to the 17PM.
No wonder you got really good grades in business school. This was a quite well put.
You missed the Nathan for You reference 😂
@Nerdificationing to be fair nathan for you is very niche. I also didn't catch the reference and I watched the damn thing 😭
@tomekk.1889 no i should have done better. everybody knows Nathan, especially since the rehearsal became popular and mainstream
@Nerdificationing I graduated from snazzy’s top business school with really good grades
That was a joke tho right? I don't really know American business schools
Apple playing 5D chess
No, they're going under. It's over. Reddit told me so.
no, but it'll be marketed as such
@snazzy true, true
No 😂 you american guys are funny
@sid34527😅 right
All I want is for Craig Federighi to live forever and never leave Apple
@darioalejandro180 I’m a little surprised at the guess for the next CEO. I am more in the camp of Craig taking the role next. That would have been my prediction.
@darioalejandro180 Same. We can’t loose the crack marketing team that comes up with the great names for MacOS. lol
I feel like we all like Craig Federighi personally but at the same time complain about Apple's declining software quality in recent years. At some point the buck has to stop with him right? Maybe sometimes it's outside of his control due to politics (AI failures, Liquid Glass being forced upon software, etc), but generally in recent years I feel that it's really the high quality hardware and silicon holding Apple's fort.
@darioalejandro180 infact he is the one which should be replaced
@BrotherCheng Yep, as much as I love Craig's charisma, this is it.
0:51. What a savage intro, seat belt is on.
Not savage - it was a Nathan For You reference lol. Look up Nathan for you intro
As a middle manager, this video hits home.
Alan Dye’s departure is reason for celebration, probably the best thing to happen to Apple since M1.
I think Apple dodged the AI bubble having failed on their own attempt. AI needs to be done with utility & purpose.
Dye leaving sounds like an accidental win for Apple.
That failure will be a huge boon for them when the AI bubble pops, too, and they didn't waste billions on it/stake their entire business on it
You guys really need to decide if AI is a bubble or will destroy all jobs. Have a meeting or something.
@Rack-Hammer no, companies will still get rid of employees and put a nonfunctional AI chatbot in its place and gaslight you and shareholders that it works
@Rack-Hammer Those 2 issues are not separate.
That paper of theirs on the limited utility of LLMs wasn't contrarianism, but a guiding principle. As a Logic Pro & Pixelmator user I am here to tell you that utility & purpose is how they implement machine learning tools-and not at all a failure (Stem Splitter is pure sorcery).
Image Playground is built off an open source application they made while working on building out Metal Performance Shader interoperability with TensorFlow & PyTorch so training (useful) models on Macs isn't a tedious time suck like it was ~4 years ago (and of course show off Apple Silicon performance benchmarks vs. CUDA). Most of it was already there free on GitHub. They just added consumer facing safety features & more a convenient UI/UX so users unfamiliar with the technology need not learn to write prompts and improve & iterate on the generated images without frustration.
They even open sourced their StableDiffusion Swift package for Apple platform developers to use in our applications. I was surprised & delighted it runs pretty decently on my iPhone 13 Pro if that tells you how well they did on the implementation.
Very well done. Curious to see if things play out like you predict.
0:53 I love the Nathon for you reference!
What about Federighi? Will Craig be happy to remain on as a subordinate?
I sure hope so, not sure I could watch another WWDC without a new installment to the CFCU
John Ternus + Craig combo would be something worth watching.
I would love to see Craig as CEO, or Jony Ive return as CEO
@DunnsDayDash Jony Ive was there too long. He is an Art and design guy and Apple absolutely needs a tech and use case guy as CEO.
@Milesdondon Craig already said he doesn’t want to be CEO
the comments, the engagement, and the QUALITY of this video… you gotta do more business videos like this and you know it!
Please please PLEASE make more videos like this. I’m a college student going into Business with plans to take that into a career in retail operations and this was honestly one of the most fascinating videos I’ve ever watched.
Is nobody going to mention the Nathan Fielder reference?
No
Quinn loves him. haha.
(4:12) About Johnny Srouji not actually leaving: this feels like an *internal leaker investigation,* giving false "confidential" info to a suspected Gurman source that Srouji was leaving, making them promise not to discuss it at Apple and then seeing if the info makes it to Bloomberg. If that sounds far-fetched, it's really not and it's likely a major tool to find leakers. See for example this headline from 2021: "Apple seeded disinformation about March 23 event to root out leakers, leaker says". I wouldn't be surprised if whoever leaked this info to Mark Gurman is no longer employed.
yeah maybe
Wonder how many people will miss that Nathan reference in the beginning and take it for fact lmao
RIGHT!? 😂
9:46 - I looked it up, and the adverbial form of "ugly" is also "ugly", even thought it sounds a bit odd to say.
@Norp-i7m I think I like uglylyly
Fun fact: The lamp stand at 6:00 resembles Apple's SIM-eject tool.
Snazzy you’re wrong about GE. Jack gutted that company from a functioning enterprise to a shell of its former self and then left before the house of cards that he had built fell. He was a vulture. A vulture capitalist.
Oh and Boeing is the same. Read vulture capitalism, the first chapter. “How to get away with murder” all about Boeing.
@georgelaxton Did you watch the video? Those are two examples he cited of failed management. It was a good video too, I'm going to watch it again. I hope he gets the views I want more of this business stuff. The media never mentions any of these losers.
Did you actually watch the video or did you just hear a name and came to comment? And nevertheless, the issue was succession, not the performance of the company.
@kevikiru He read a top comment and then parrotted it without realising Welch was only mentioned as a cautionary tale, not as a blueprint
@kevikirusuccession was doomed to fail because the company is setup to fail anyways. That’s the point 😂😂
Damn I keep being so amazed by your fresh and original look on news with well-founded fundamental understanding of the intricacies of the subject. (Sorry for the word salad) keep up the good work!
12:26 10 seconds before this I was thinking “Looking at you Disney” 😅
I’m particularly excited at Dye’s departure. I hated (I don’t use this word lightly) the UI changes in the past 2 years. Let’s see if the UI design will change to my liking before me switching to Android once n for all…
Losing Dye was a blessing for Apple. Even better he is now in Meta and they cannot do good stuff at all.
@cherubin7th You can’t make Facebook more unreadable than it already is, so he’ll be fine.
Literally if facebook got reformatted into an .xlsx file I'd enjoy it more than what it looks like now (but also f meta in general for being a greedy, morally terrible, short-sighted company)
well meta wasn't and isn't a UI company at all, they earn from ads, so what will Dye even do there is unknown to me.
Love the Nathan for You reference. 😂
0:40 hahahahaha best show reference ever
1:39 hate 🤣
Given how AI in general is unreliable, I'd kind of prefer if Apple continued to miss shipping targets. I like going without.
@TVsBen 1000%, they should focus on rock solid software and stable powerful hardware, and let microsoft, meta and google hemorrage thenselves dry with AI
@TVsBen With how useless Apple Intelligence is, I quite like that it's incapable of being in my face on every thing I'm trying to do unlike every other better AI
@gabehereagreed
I know enough about corporate structure to know that it degrades at some point into a irreparably state it's always just a question of when not if
Is it working? Ever since upgrading to Tahoe 26.2, my spotlight index has to be rebuilt every couple of days because local files I know that are there on my drive keep missing from search results. The quality control has been atrocious and getting worse every year. They need to stop rearranging deck chairs and instead point the ship in the right direction.
It’s gonna take some time before we see any actual changes to Apples software with these changes as these things are planned in advanced to some degree.
IME, if you have high disk utilization (something like
I’d downgrade and stay on Sequoia for at least a year if I were you.
@daaara FYI, I have 47% of my drive free. I always over-provision on free space. Spotlight problems have been reported by others as well. Apple's software quality control is simply out of control. Now even minor updates break major functions. This is simply unacceptable.
Holy, what a video essay. This was extremely well put and laid out.
i'm glad to see the Tahoe UI guy leave Apple. Glass UI creates so much more processing load on the CPU/GPU and battery, and the result is a harder to read UI experience. A truly bad design choice.
Its also after yearly bonuses posted
A little bit of a clear out !
Making changes in a big company is like changing the direction of a giant ship. Apple is a big ship.
It’s not like making turns in a tiny speed boat. It takes long, slow, calculating decisions to make sure you get where you want to go.
@professorseven764 get where their going while avoiding the sandbars, icebergs, and ports run by pirates.
15:34 introducing the iPhone XL.
I think Alan Dye was secretly fired after the iOS 26 fiasco, everyone kept believing his bullshit through WWDC but once the iOS 26 hit the consumer it has been the worst upgrade ever.
iOS 26 is so aggravating I just dumped my iPhone and Apple Watch and bough Android versions. I also regret upgrading my iPad to the latest made-it-worse OS.
I bought a used 16 pro and i was specifically asking sellers if they already upgraded to ios 26, just to avoid it. I'm gonna skip the OS upgrades until they fix that horrendous mess. And I was the type of person that upgraded each year on first day of release
@GreenEyes_MS same! and i've been an apple user since I was a kid!
Apple should revolutionize the market again by introducing an easy way to rollback from this specific version.
I don’t personally mind liquid glass but it’s been so much laggier on my iphone se 3
Oh wow I caught this one early!
Hey man, where's your AirPods Pro 3 review? Pleeeease, dying to hear your thought about them!
@morgadox40 For what it’s worth (arguably little) I have a pair and love them.. Audio quality is great but the biggest thing for me is Apple headphones have never fit well in my ears. Air pods pro were the first i could really actually use but the pro 3s actually fit. Tough to say if the sound improvement is the headphones or having a better seal but I finally feel like they actually work for my ears!
I really appreciate your content lately.
this is some new level of delusional. I set my entire kitchen on fire while making dinner - but wait... THAT'S ON PURPOSE!!! It's actually a good thing! (Says the person to himself in psych ward)
This was shockingly good. Your business background muscles 💪 were flexing like Arnold and Carl Weathers in Predator. Keep it coming.
So the real issue is that new Apple initiatives (the car, Vision Pro) have faltered while existing product releases are demonstrably less innovative
Exactly
I’d argue the pace of innovation is about the same, if.not more. You forget the first few years of iPhone they added only a few hardware features a year. The 3G only got a faster modem and GPS, the 3GS had video recording and a few other things.
It felt like bigger updates back then
@JohnwesleyASo the iPhone 3G launched with the App Store and the 3Gs added a video camera
@tonyoramos1talking hardware innovation
@JohnwesleyA So you’re going to disagree but It just feels like they’re a lot less innovative than when they launched the iPhone and iPad in 2007 and 2010
Loved this. Would like more business decision type videos.
Let Tim Cook
shouldve been the video title 💀
Great perspective on the topic, appreciate your explanation
I respectfully disagree that by any metric Cook was an elite CEO. Money? Sure. But Steve Jobs guided this giant company into ridiculous wealth and innovation while still keeping a renegade independent vision. That last part is sorely missing from Apple (and all of corporate America) now. Privacy concerns, obsolescence, customer abandonment in the name of the latest product, caving to governmental tyranny. The two things I do applaud in the Cook era is Apple making their own silicon (huge) and manufacturing some of their hardware natively. Oh and pumping the brakes on the AI hype train.
Unfortunately the job of the ceo is to make a profit. Even if the person is a moral nightmare, the metric for a good ceo is profit. Its why Elon can be the worst person imaginable, yet shareholders continue to grant him financial gains
@localblackman427 Jobs built Apple into the world's largest corporation; plenty of profit. If Elon is the worst person you can imagine, you need a new imagination.
@kfairchildI didnt mention anything about Steve Jobs. And analogies go over your head. I'm sorry to have offended your feelings over a couple billionaires
@kfairchildno jobs didn’t do that.. yes apple was wealthy and already well put during jobs second tenure at apple but cook catapulted apple into a different league
@Justin_Why
The foundation of what Jobs laid made Apple what it is today.
If he wasn't so stubborn and took conventional medical treatments he might still be around to shepherd Apple into the trillion dollar corporation it is today.
Great take on the whole thing and It looks like no one else is covering this.
Tim Cook didn’t develop anything new or interesting. He copied everything. He should have been fired in 2013.
He ushered them into becoming one of the most valuable companies in the world and for awhile THE most valuable company in the world. Just in the Mac space they moved away from disastrous Intel and now build premium laptops that others cannot even come close to touching, massive performance, great TDP, even under load and unplugged. AirPods are massively successful, same with Apple Watch and more. Nobody cares what is "copied".
Your take is so brain-dead that it's no wonder you will never even come close to being anywhere near as relevant as someone like Cook.
I’ve been a fan from afar of your tech videos through the years. Very solid insights and reviews. But this nontechnical corporate analysis might be your single greatest RUclips, even if your crystal ball gets one or two details incorrectly. You have done your homework and produced a coherent cogent analysis of a complex organization, without hype or hyperbole. Kudo’s on a job well done.
0:03 Bro casually dropping bars...
Spotify release when?
I will release my mixtape on Rdio only.
"...it's not chaos, it's choreography." Nice alliteration to end it!
Imagine if Wozniak returned and took up the mantle of CEO.
golden age for consumers
imagine if Sakurai took the mantle of CEO at Nintendo
I don’t think that would be a good idea. Wozniak was is a great inventor. But not a salesman or visionary.
Nah lol
Bad.
Would not be surprised if this video performs well. I was glued to the screen.
Yes! An occasional video like this is so refreshing. Plus, super well done, I’m hooked too
I thought the Nathan Fielder reference couldn’t be beat, then came your analysis. Brilliant.
The share holders love Tim Cook, but innovation has slowed to trickle, and for me Apple products have become uninspiring, with Apple silicon still the only star of the show. Unfortunately, there is too much software focus on bling, such as liquid glass (in keeping with Craig Federighi's hair stylist), with substance and new useful functionality taking a back seat. I get it, Apple products are the preferred tools of RUclips content providers, as they are extremely capable in this space, but these days I am far more excited by what Valve are doing compared to Apple. OK, I am retired, which gives me a lot more time to play PC Games, and focus on my hobbies such a music, learning new foreign languages, travel, and keeping abreast of the latest developments in cosmology and quantum mechanics. Increasingly I find I have a love / hate relationship with Apple, where I like their hardware build quality and performance, but despise their sharp practices and insular ecosystem, and as a consequence, find myself wanting to spend a lot less money with them!
Well it can't get much worse I guess
Hot Take: Companies SHOULD Die and NEW ones should replace them - Legacy doesn't create Innovation , We don't need 3 companies owning everything forever! (Apple, Microsoft, Google)
Companies die all the time and those who don't get bought up by the big ones. Just block the mergers and you fix our frustration
I think and hope apple survives to be her for the next 10,000 years. The rest can perish lol
I worked for as a senior for applecare. good company from that lens. nothing bad to say
I can hear the ChatGPT m dashes in your script, as well as the “it’s not ABC, it’s DEF with XYZ”
You cannot. Because I wrote them.
Turns out AI, when trained on what it’s trained on, can often sound like people who are also trained on what AI is trained on
the microphone tapping sound in the video is really annoying
never been so early
Well done! A master class in corporate transition.
my god this was such a master class in corporate succession and planning. I can't believe I got to watch this for free. And there's something about his delivery and editing that is just so peaceful in today's day and age of retention editing. This guy just manages to solo the entire video and yet keeps my attention.
background music in the intro went hard af, analysis rest of the video went harder
You scripts are starting to contain more and more comparing and contrasting-an indication of GenAI-speech.
Nice “Nathan for You” reference/ 0:50
Cook is an operations guy who just kept making the products Jobs innovated, more efficiently. The only new product has been a disaster.
@alibizzle2010 yeah, let’s just forget the massive success and impact of the Apple Watch, AirPods, Apple silicon…
Great overview!
I love Business videos. This is one of my favorites from you. Nicely done!
You got a new subscriber today! Good job. For a Fan Empire! Have Hope Fans!
1:08 claims he's one of the greatest ceos of all time because of inflated market cap. Smh
Inflated by how much? And for how long? 25x value over the course of 15 years isn’t something that just happens because someone over-valued the stock. They’re not even an AI company, so you can’t even point to an AI bubble as inflating their market cap.
this was incredible- do more of these
Bro chill on the contrast bait sentence structure, it screams ChatGPT and annoys me, but yes I enjoyed the video.
big companies don't fall apart so easily!!! very good video!!!
Tim Cook is not one of the greatest CEOs of all time. He is someone who invested billions of American dollars into Chinese manufacturing capabilities for 25 years and decimated American manufacturing capabilities not only for high density ICs but entire categories of other parts that fostered the larger loss of manufacturing jobs in the US.
The next keynote gunna hit different with new faces.
15:32 he’s why we are where we are. If apple stood up to him and Elon more companies would have and now he thinks he is all powerful.
Excellent video, thank you. Please more business videos!
Cook off shored all Apple manufacturing to China so he could get the highest margins in the business and charge a huge premium to buyers. He betrayed American workers just like the majority of the rest of the electronics and manufacturing industries while at the same time making communist China wealthy.
Apple was already manufacturing in China under Jobs. Maybe not 100%, but it was a trend, and began long, long before Jobs passed.
Lol
Americans wouldn’t wNt to assemble iPhones 😂😂
@lenn55
Your user name should be 'lemming' for following MAGA doctrine.
ALL American companies went offshore. Not just Apple. Why hate on Apple?
USA didn't want the manufacturing jobs any more (too labour intensive and the wages were too high in the USA). THAT is the real reason
And the only serious American manufacturer still remaining: fell into the equity trap and chased after quarterly profits and stock prices instead of prioritising user safety.
Of course I'm talking about Boeing.
Honestly think this is one of your best videos yet. Really good
cope is high with this one.
absurdly informative
6:09 The unfortunate thing with how almost every company treats UX is that unless it's actively bad the executive in charge can hit their targets yet be an internal disaster for so long. I think this departure speaks worse on Meta, since they're spending crazy amounts of money on yet another moonshot and once again they don't seem to be getting the best people for the spend (see: Wang, Dye, etc)
Business videos normally switch me off but this was great. Thank you!
I respect your creds, but honestly, the reason why anyone should hold your take with weight is because you provide enough information and context to make them stand with or without your creds.
To quote Neil Tyson: "No no no - Don't believe me just because who I am or what degrees I have! Go and compare what I said and verify if it's true or false!"
Now, this isn't an exact "facts proven by a formula" situation, but again, you provide enough info to make a sound compelling argument.
Sidenote: I know you weren't exactly flexing the degree too seriously, but still wanted to give props for it, and for your ability to back up your takes.
Love the research you did for this
Me in 2005 : APPLE is the key 🫡
Me in 2015 : APPLE is invincible 😇😤
Me in 2025 : 🥴
Great video! Always well supported arguments and well researched!
Was there any use of AI in writing the script for this video?
most likely. there are far too many uses of "it's not X, it's Y"
@onerebertt Please go look at every video I've written for literal years. I use AI for research, but I write every video myself. "It's not X, it's Y" is literally one of my trademark lines. I've been trying to break from my traditional habits because stupid LLMs steal them, but old habits die hard.
@snazzy
it's not dysfunction, it's strategic succession planning executed from a position of strength;
it's not magnamimous it's disadvantageous;
this executive exodus is not chaos, it's choreography;
I'm not trying to discount the content of your video, which I did enjoy thoroughly. But these lines do sound strangely AI-like to me; maybe you were one of the unlucky few that had their writing patterns pulled directly into model training data lmao
I understand what you're saying, but all I can say is that I have always written like this and if you go back several years, pre-gen AI, my writing is the same.