I personally know many of them. It started when Apple really screwed up their Final Cut Pro X launch by putting out Alpha quality software. A huge number of Final Cut Pro 7 users switched to Adobe Premiere Pro, and since the entire Adobe suite is exactly the same on Windows, a huge number of people switched to Windows PCs.
And this company, Apple, that has over $200 billion cash on hand hasn't really wanted to make pro software that the entire industry craves. Whenever I say I use Final Cut Pro X, I get chuckles. That's Apple's fault. They should have a suite that makes Adobe's suite look like stone age software. And I love Final Cut Pro X, and I love Apple Motion 5, except there are some really boneheaded missing features in both. And so they aren't serious.
So you have pro software like Davinci Resolve that now has editing, and world class color grading that makes it the industry standard, and it's on Windows, you got to ask why run the same software on a $5K iMac Pro (minimum)?
Apple is really blowing it in the pro industry. Windows 10 is better than the previous version and it will continue to get better.
People are buying Amazon Echos for smart home tech.
The Apple TV has an idiotic remote and a UI from hell and my PS4 does better at streaming.
The Google phone has a fantastic camera and is the best Android phone.
Apple is Microsoft in the year 2000.