3) Mac sales were up 21%. It sounds like they know what they are doing.
That's the danger with year-over-year reporting. It seems to me that Q4-14 is being compared to a very weak Q3-13. In the long run, this product category doesn't seem to be going anywhere - and that's despite a particularly weak competition in the form of Win 8. Could be a price issue: If they limited the premium vs. a comparable PC (hardware-wise) to 20%, they might be able to sell many more Macs and (finally!) expand the platform. That said, they're obviously never going to make it in the business customer arena - not enough choice and flexibility.