Style over content
Jony Ive been set wild without Steve Jobs to wind him in, Maybe Mr. Ive gets so far up his own ass, spending an inordinate amount of time in the Aple ecosystem, he has become blind to his self indulgances, and apple is becoming just another company.
In a world recession, (or at least the western world) upper market goods still sell better than you might expect, counter-intuitive as that seems, but the gotcha is that as this high-teir hardware is basically just becoming a throw-away item, as there are few (if any) user replaceable parts inside Apple things nowadays and people are starting to want to hang on to their iDevices a little longer perhaps, and they're discovering all that glitters may not be gold.
My brother is a long time Apple fanboi, but recently has switched mobile fone to Android..
he had the latest iPhones up until last year, but he had to stand outside the kitchen door to make phonecalls, and if he moved, the call dropped, now his new Samsung fone works whan he's sat anywhere in his house.. and he doesn't need Apple TV to stream stuff to his smart TV.. win win.
Plastic keyboards, poor quality design and general cheap plastic crappy PS bought me to Apple computer hardware. I have a couple of 2009 iMacs and similar vintage Macbook / pro 15" and the hardware is very good from that vintage. i can change RAM, battery and HD easily. The hardware was very good, i say was.
Xmas 2015 i bought a Macbook Pro retina 15", 2012 from business sellars on Ebay.
the first one had the screen issue, so after a day sent it back, the second had pitted keys on the keyboard and display weirdness, so that went back, so last try, a 2011 Macbook Pro retina 15"
- this too had display issues, so was sent back.
Three different Ebay sellers on Ebay UK sending three duff Retina Macbooks out, Yes i did my research before i bought money, but i thought out of three over xmas i might have got one good one, but no, the fiasco that was the early retina MBP bit me three times in a row, I was ready to replace the tricky battery if needed, i can live without DVD drives, and such like, but QUALITY was so low, i would *cheap* chinese laptops to fare better. Wrong.
Apple care less now, I'm not sure they cared too much in the first place, they're a huge multinational business which almost by definition doesn't give a shit about anyone, even it's customers.
The video card fiasco in the older Macbook Pro's - the ensuing class action following on,
with Apple slapping customers in the face after daring to complain about GPU failures after paying top dollar - you can push people away time and time again, but eventually, they'll stop coming..