They have transitioned their brand from easy-to-use quality hardware/software to expensive shit (whether that was ever true or not is arguable). Case in point, my wife was gifted an iPhone and can't copy music to it, along with needing 3rd party software to copy files from the phone to a CIFS share, and other things she probably doesn't care to mention. (Yes I know if she used MacOS or Windows she probably would just need to install iTunes or something and change the way she does everything, but she doesn't want to) Hardware that sits stationary in an office at home isn't a status symbol, so the pro machine market doesn't have as much margin, especially when you're outclassed and have been outclassed for decades by hobbyists just buying parts at retail prices. Apple needs to quickly find a way to suck money out of the average consumer in a big way, or people are going to start dumping shares because the stock market is only interested in growth not in treading water. They should get into cosmetics, and pretend their brand is all sciencey and hip, as oppose to all the others that are selling little vials of glycerine and water for $50 that are magical time machines for your skin (if it doesn't work you need to pick a different variant of water and glycerine, maybe with some paint stripper added in). Another idea is an Apple branded manufactured home. Sheeeeit, I should be their CEO, it's not even lunch time and I've solved their financial problems.