A return to the days of a 30% 'Apple Tax' (as opposed to whatever eye-watering number it is at now) is long overdue.
Their corporate profit margin has generally hovered in the 35-40% range for many years now.
That is not the "Apple Tax." Head to head, Macs are about 25-30% more than a near-identical PC. Not having to deal with Windows is still worth it to me. The problem now is that no one cares about processor speed any more, save for the .5% of people who claim to care about VR. People just want to use the dang machine, and that mean software and services that can be counted on. And Macs to last much longer, twice a long as I have found in my IT consulting business.
iPhones and iPads stand alone, but Apple went stupid with the jacked up costs. And there are about 9 people in the entire world who can tell and OLED phone screen from a good LCD screen. It doesn't matter one single bit to the majority of consumers. I have the XS Max and I cannot tell the difference between it and my mom's iPhone 8 Plus screen.
I also have the new 12.9" iPad Pro, and I like the my 2nd Gen one better. The iPad Pro NEEDS about a .25-.33 bigger bezel around it so you can hold it without touching the active screen. The could make the footprint bigger and fill it up with battery. And they could ditch the notch.
The new MacBook Air I really love. I ditched a 5 month old 15" MacBook Pro to switch to it.
Angela Ahrents' marketing wants to make Apple just a luxury product. F that. They can be a premium-but-accessible brand and item.
Apple needs to stop telling people how beautiful their products are when 85% of them are immediately covered up with a case. It is no longer a selling point. Beauty is boring, it doesn't last and doesn't generate loyalty.
AAPL stock will get rocked in the morning, but the stock is already too stupidly low compared to cash and sales volume and EPS anyway. It is oversold and should be picked up by investors looking to hold off 2+ years. There is a market panic and sector issues to begin with, but a revision of a projection by about 6% really isn't a death knell, especially if the defined.
And since "supply constraints" were blamed by Apple... ummm... Time Cook is supposed to be a logistics whiz. He couldn't make enough product or get them from A to B fast enough? He needs to stop whining about the social cause of the day and run the damn company competently. Or better yet, not. Move him to "tech evangelist" (like the Guy Kawasaki of old) and get him out of the CEO position that he never should have had to begin with.