Surely as much Cook’s doing as Ive’s though. Ive also associated with the entirety of the Apple design culture, perfecting the laptop, “inventing” the iPhone and iPad and iPod, which turned the company into the giant it is today. Easy sell for a mythology around a visionary CEO. Hard to know what the politics was behind the scenes, but the main (or only) strategy for the past decade since Jobs died seems to have been “make the iPhone more profitable”.