Where is Apple heading exactly?
My guess is to become a private company or hoarding stock for a huge buy.
Generally when companies run out of ideas or are in a mature industry then they just do "more of the same". E.g. see the oil companies with divvies or the utilities. There's very limited growth in those spaces so they throw in the towel by not innovating in some manner. They're happy to keep doing what they're doing, tweak the widget in their industry a bit, then rinse, cycle, repeat. Auto makers are another mature industry.
Apple is a mature cell phone maker. That's their core competency and gets most of their resourcing. They're pretty poor at making computers nowadays. Not poor as in quality but poor as in there are no new computers.