I assume that Apple's next chapter started coincidently with the leaving of Steve Jobs. Of course, I do not know if Jobs would be cool with today's Apple. But he certainly worked hard at turning it into the cash cow it is nowadays. So in other words, we are in a different cell of the BCG Matrix today.

"It's not that Steve was magical. It's that he was f*ing terrifying."

you have source on that quote? I searched and couldn't find anything.

Sorry, I don't. Vague memory says it was something someone said in a Facebook comment thread. Not very helpful, I know.