Lots call Apple an iphone or phone company now and they're not far off. And when people talk about Apple moving away from the Mac, that's such a dangerous thing to even consider for Apple IMO. The Mac is Apple's heart, their most important product which I've posted about before. This is what you keep doing no matter what, no matter what the gross margin is, or where it ranks on the profit list. Without the mac, Apple is no longer a computer company and turns into a blackberry. Apple's strength is how its computers and mobile devices work together. The PC market may be contracting a bit, but it's still a vast market and there's still plenty of room for Apple to tap into. The problem is a lack of products, focus, innovation, and marketing. That they have failed to do this during peak iphone is such a major misstep. The touchbar is such a joke. They've even indicated they have wasted two years doing this. Compromises had to be made in the pursuit of thinness and lightness. Premium netbooks. Here's the thing. If you ignore or move away from catering to the professionals such as graphics artists, photographers, musicians, and the like, you do it at your peril. THEY are the ones who champion your product. THEY are the ones who MAKE things for your Mac that make it such a great device. Bloggers champion your product. The media jumps on the wagon. These are your customers Apple. It trickles down to the mainstream and ignites into being the cool brand. Catering directly to the masses (and bypassing your core users) will fail. If there's one thing Apple learns here, it's that they must give a nod to its core users. I'm not advocating touch screens either, but Apple needs to find a way to tie iOS into its Macs and find a superior alternative. A touchpad designed for the Pencil would sound obvious. If USB-C is the future, then get going. Your ios devices are missing much a vital connection. A computer company without USB-C routers, monitors, printers, etc? WTF Apple. These are called accessories. You sell overpriced cases for iphones and ipads. VR? Straighten out your graphics problems.