The only way Apple will change this mindset is if there is a noticeable bump in customers jumping off the Apple ship to the Microsoft surface. I’ve been an Apple user for many years, but for the past few years have had to use a Microsoft Surface Pro at work. I thought I would hate it, but actually began to realize that it is a pretty darn good computer that uses the full Windows OS, but can function totally as a laptop or a tablet. Now, granted, I prefer Mac OS, but if Apple doesn’t get over itself, AND make the iOS fully functional yet still simple to use (remember Steve Jobs would fire anyone who said something can’t be done on a computer) then I might be tempted to jump ship also.