Dear Apple,
Your software is subpar. See Apple Music, iTunes, buggy OS updates, et al.
You developer ecosystem is dying. See the lack of support for the iPad pro, iPad in general, lack of high quality independent developers, the amount of crappy games littering the app store, etc.
You are getting flanked by Google's cloud apps and cheap Chrome computers in academia and the enterprise.
Don't get me started on iCloud. Not just quality problems, but fundamental design issues around doc share, etc.
Frankly, you should have seen this coming. But keep working on cars and VR and watches.
I hate to be so harsh. So caustic. But I say this because I want you to get better. No, I say this because I want you to be great. I love being an Apple customer. I buy Apple products exclusively. But you need to look hard in the mirror.
Stem the tide. Don't make us become the products of a data harvesting advertising company.
.bw