It's not that the machines were ugly or badly designed (albeit not as good as the 80s heyday), but they were unable to compete on price/performance and OS tech stack, and that in turn was making them uncompetitive in application support, which would likely have killed them.

It's an interesting alt history - who would have won with no Apple around? I reckon we'd all own a lot more Sony and Nokia gear, it's possible the Cambrian explosion of weird featurephone form factors would have carried on a lot longer, perhaps the black rectangle form factor would never have won out.

Because let's admit it, later it was a taste of one guy who got another "chance" or the company got a "chance" to be lead by him. Now as he is gone the company still carries that taste legacy with better or worse results.