It seems to me that Apple has many die-hard "enthusiasts" (judging by this site's popularity alone, not to mention what every Apple Store looks like on any given day compared to pretty much all other retail stores in the same mall/neighborhood). Given that fact, and given that the continued support of customers around the world over the past 40 years has kept Apple in business, it seems that there is one obvious good PR move the company should make under the current circumstances. That is, if they simply CAN'T update the iMac at this time due to the unavailability of certain processors and/or graphics cards, why don't they just TWEAK the computer a little (to MAKE it a 2016 version) and lower the price by maybe $200 or so across the board. That way, we can still feel "OK" about spending a couple thousand dollars on an old computer model. But, it would be really hard for me (or anyone, I would think) to spend $2,500 to $3,000 on last year's iMac when we all KNOW they will be releasing a brand new model for the same price in probably less than 6 months. It's not like it's October 2015 right now. It's 2016...a whole year later. Why would anyone spend the exact same amount right now on a very soon-to-be-obsolete model? I know that Tim Cook, Jony Ive, Craig Federighi, Phil Schiller, etc. are not sitting around reading comments on MacRumors to help them decide how to run their business. BUT, in the event that there's anyone at all from Apple who's reading this and wondering why their computer sales are going down, consider the fact that your company does not appear to be showing the same good faith with customers they used to show under the direction of Steve Jobs. Steve may have been a jerk and lacked a lot of interpersonal skills, but he certainly understood what made the company tick and why there were enthusiasts in the first place. Tim Cook, in spite of how nice of a guy he seems to be, appears to lack a little of that insight. Like most MBA bean counter types, he seems to think much more about financial statements than abstractions like innovation or customer satisfaction. I'm not sure what my next move will be with respect to computer purchases, but I am, for the first time since 1987, seriously considering jumping ship and buying an all-in-one Windows 10 desktop, particularly if Microsoft announces it (as some expect) on Wednesday 10/26. What do all of you think? I know this is a hypothetical question, but if Apple remains silent on desktop updates this Thursday, and if Microsoft really does announce a new desktop Surface computer this week, what will you do?