I would say that BA itself no longer harbours either pretensions or aspirations to being a premium airline. But - to be fair - in that respect it is similar to many other carriers.

For top status holders, BA can still be a good choice for certain routes/dates where it proves to be competitive on price, with the added benefit of lounge facilities and advanced no-fee seat selection. There are however any number of reasons why alternatives are often a more attractive option (eg for me, as a normally solo flyer, it comes down to configuration in J class) ; and with virtually no interest in product innovation from those at the helm, it's near-impossible to imagine BA regaining its past reputation as a standard-setter in the foreseeable future.