It's impressive how good Apple are at getting people to upgrade despite minimal changes but that won't last. It's hard to imagine Jobs would be impressed with them lately - they had to know Apple Maps wasn't ready and for a business whose slogan was "it just works", that's damaging. The iPhone 5 is underwhelming, it's gone from having a tiny screen to having a small screen, compared to its competition, and not much else.
This is anecdotal, but what I'm hearing is that Apple isn't cool among today's kids (with whom I am totally down) - they see the iPhone as the sort of thing their teachers have and therefore by definition not cool.
Apple's biggest problem is that they've been so successful over the last decade, the only way is down.