Something's gone awry
I move in 'tech savvy' circles (at least that's what the circles think of themselves as). Essentially, people that follow trends on all matter of electronic gadgetry, and have enough disposable income to indulge themselves.
What I am noticing is that there's a shift in perception. Where 2 years ago, no matter what gadget (phone, pad, watch, laptop, router, etc) their goto place was Apple, because of 'their design, user friendliness, reliability and value( (just paraphrasing here) they've now gone decidedly to a 'meh'. In essence, when they need electronics, they are looking at other 'premium brands' first. In the case of watches, phones, pads etc I would go as far as to say Apple isn't even on their radar anymore unless they need some specific functionality that no one else offers (for instance, if they already own a mac or macbook), and even then they first try to find out if they can't make it work for them anyway.
I can't comment on the quality of their recent products, but the Apple brand's luster appears to be dulling for some reason or other I do not know.
If I would have to venture a guess, I would probably say that Jobs was half of the Apple brand. And since he's no longer here...(or there)