From a financial standpoint i would never bet against them, but personally i haven't liked the direction they've gone since Jobs died. But I'm obviously in the minority, because they've sold gabillions under Cook, including brand new product categories like the watch, airpods, and apple music. IMO none of those are particularly special, but whether it's Apple's marketing machine or something i dunno, but the fact is those are all new product categories and they've all sold very well.