The one MAJOR thing to change is their product strategy. They are doing too much! Just like before Steve's return to Apple. So many iPads, Macbooks, iMacs, and now it is rumoured that there will be 3 iPhones this year. Remember when it was just ONE iPhone?
Very good point and I hadn't considered that! You are right, the simplicity has gone. Again I think this goes back to the shift to being just a regular technology company.