A Google search for - Apple "lost the plot" gives 324,000 hits. A search for - apple "lost the plot" site:macrumors.com - gives 159 hits, so many of you feel that way too. Below is my list of reasons why Apple has lost the plot. Can you add to it? I think Steve Jobs' mantra - that people don't know what they want until Apple tells them - worked well under a genius like Jobs, but it's unravelling under Cook, because their current staff have no clue how frustrated Apple users are. A Google search for -- Microsoft "the new Apple" gives 462,000 hits. I'm an Apple user since 1986, and I seriously don't know if my next computer will be an Apple. For decades I've evangelised many dozens of people (lost count) to try Apple, and brought my whole family into Apple products. But now I don't care about Apple anymore. My reasons why Apple has lost the plot: 1) -- removal of matte, anti-glare screens that many specialist users need, e.g. graphics professionals, and people that stare at the screen in sunny environments. Sure, not everyone needs matte, anti-glare screens. But a company the size of Apple, sitting on a cash pile of $200+ Billion, can afford to offer a legitimate modification needed by many users. 2) -- 1 year update cycle of each OSX macOS version, resulting in an OS that never quite gets to the point of rock solid stability, before the whole annual update circus begins again. 3) -- removal of earphone jack in iPhone 4) -- the pursuit of thinness to the point of form-over-function 5) e.g. thinness in iMacs, preventing upgradability of RAM memory and SSD/HDD. 6) e.g. thinness in MacBook Pro's which was explained as a reason for limiting memory to 16GB maximum. 7) e.g. thinness in MacBook Pro's - resulting in keyboard with short key travel. 8) e.g. thinness in MacBook Pro's - resulting in loss of ports. 9) e.g. thinness in MacBook Pro's - discarding of MagSafe connection.