I'm not sure what you're talking about! Today's Macs and iPhones are the envy of the industry from an industrial design standpoint. Just look at how competitors use Apple as their measuring stick! The problem is not that Apple isn't innovating anymore... the gap between Apple and the alternatives has narrowed drastically, to the point that Apple is no longer standing out from the crowd.
Does Apple need to work harder? Yes, but I also believe they are. They have several long-game strategies happening, such as working on migrating macOS to their A-series processors. There's no way that can happen overnight, in a year, or even two years. It's a major project! Meanwhile, they continue to produce industry-leading hardware on several fronts.
I just wish they had a broader balance of price points. A $1000 Mac mini (in Canada) is not my idea of an affordable computer, which you still need to add keyboard, mouse and screen to. I think they are hoping most people already have those other components ready to plug in. It's a major misfire, though, to price the new mini so high, regardless of how much engineering and technology is packed into it. It's likely far more powerful than many people need, which suggests that Apple missed the mark.
I'm loving my XR, but I do hope Apple has the wisdom to scale its tech down to the SE size. That would be brilliant!
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Keep believing your mystical fairy tales. Remember, there's two sides to every coin, so there is the _possibility_ that everything you believe is completely false, and you are choosing to believe it because it makes you feel better. Belief is a powerful thing. I choose to believe Apple had its customers' best interests at heart, but miscalculated how the changes would be received and interpreted. I don't believe they had any malicious intentions. Proof exists to support that, too, but not to support your theories.