I guess they won't be rolling out anymore of those PC vs Mac commercials.
They switched ad agency in 2013 when the product line got fragmented and fewer people knew what to do and what to think of Apple other than stock value.
In short, TBWA wanted to treat a disease it thought Apple had, while Apple merely wanted TBWA to relieve a public perception headache.
On the other side stuff like iLife got dwarfed by FaceBook, and moved digital photos from something hobbyists did on their spare time to something 2,2 billion users today interactive with at least once a month. The ads also makes fun of spreadsheets, and Excel may be one of the power tools that hasn't been replaced by Google or any other competitor in the professional market. I no longer get blue screens in Windows 10 either, but I get Kernel Panics on my Mac, so all the reasons for me switching in 2006 can be found at a better price at hardware sellers, delivered in a more stable environment on Windows 10 and the performance is both supreme and upgradeable at the same time.
I guess I still like the look and feel of macOS/OS X, but I can't support Apple out of pure nostalgia. I also believe that buying a computer and buying stocks is like comparing Apples to oranges, so as long as they keep releasing faulty computers with hardware in their midlife crisis, they should rather just quit and hope for the best. I still love my iPhone, but I guess we will have to see how a phone fares on its own without a computer related ecosystem to support the development of apps, content and other cases of use.
To improve customer experience, consider employee experience too.