He saw what was coming. He knew that T. Cook & Co. were going to do
it "Their way".
http://www.forbes.com/sites/stevedenning/2011/11/19/peggy-noonan-on-steve-jobs-and-why-big-companies-die/
He (SJ) has a theory about “why decline happens” at great companies:
“The company does a great job, innovates and becomes a monopoly or
close to it in some field, and then the quality of the product becomes
less important. The company starts valuing the great salesman, because
they’re the ones who can move the needle on revenues.” So salesmen are
put in charge, and product engineers and designers feel demoted: Their
efforts are no longer at the white-hot center of the company’s daily
life. They “turn off.” IBM [IBM] and Xerox [XRX], Jobs said, faltered
in precisely this way.