Maybe I'm missing something but I don't see anything great about Apple right about now. Everyone I know is sick and tired of expensive iPhones (no more contracts and they force you to buy phones outright; who wants to have phone notes, seriously) and the iPhone 7 hasn't really struck a chord with my circle of friends. In fact, they're excited because they can get iPhone 6s for cheap now, lol.
I don't see any momentum for Apple to increase iTunes to a higher format such as lossless or hi-res. I mean why should they? The average joe-shomo can't hear the difference and is perfectly fine to keep either downloading songs or streaming. I have never heard anyone complaining to me about how bad songs sound from Spotify or Apple Music or even a Tidal with non-premium subscription.
The lack of a headphone jack was some smart aleck CPA who convinced Cook that Apple could make literally millions more money from people who will buy anything made by Apple, i.e., new lightning headphones, adapters, etc. Apple didn't use the space left over from not having a headphone jack so it's telling.
Since I never used the headphone jack anyway, it doesn't bother me but I'm certainly not buying an iPhone or any $850 phone for that matter. - people are crazy.
Now, what's making me excited is the momentum for hi res BT audio; I'd like to see more hi res BT gear such as aptX HD or Sonys LDAC.
Cheers.