The big challenge for Apple is, now that they have take their iPad product, evolved that into the iPad Pro and have positioned it as a PC replacement, how do they go back and tell people, "Oh you don't think iOS is sufficient as a PC OS? Ok, well then by all means buy these great Macs over here that run our real OS."
Microsoft, on the other hand, has managed to do the opposite - take an actual PC and put it into a tablet-like form factor, without requiring the user to give up the workhorse Windows OS for a mobile-first OS (there was the ill-fated, cut-down, Windows RT on the ARM-based Surface, but that's gone now). This means that they don't need to worry about trying to speak out of both sides of their mouth while marketing the Surface, Surface Pro, and Surface Book along side one another.
Google is heading toward a similar position as Microsoft with their Andromeda OS. It's a merger or Android and ChromeOS and will theoretically pave the way for an ecosystem of mouse driven, Android "PC apps" along with devices suitable to compete with the Surface Pro (16 GB Ram, beefy GPU and graphics hardware, etc.).
One wonders how long iOS devices and macOS devices can go on living next to one another without some type of convergence. Right now, you can have the tablet form factor, but you can't get a mouse pointer on the screen and therefore you couldn't use your macOS applications even if they were available. Or, you can have your notebook form factor, but no touch screen for you. In many ways, the new MacBook Pros are the pinnacle of this artificial separation, with their touch bar sort of saying to you "See, you can touch my pixels, here by the keyboard, but - ah, ah, ah - don't touch my screen!".