If you think apple brand is is downfall and self destruction then you’re out of touch with reality. Apple are outselling every brand in Europe they are winning awards in the movie industry and snapping up apps, snapping up software companies , heck they are now bidding for live sports and partnering with sports teams and car companies, their phones are now becoming main players for law enforcement, education is now playing roles with apple and their devices and apple products are selling like hot cakes every day. If you think that’s a company that’s in trouble and struggling then you don’t have a clue. Profits are only as good as your products and how well they sell. Apples profits suggest they are great and doing well. And apple continues to look to re invent itself in new markets, already in talks to allow movies they make come to cinemas, bidding for live sports and re imagined the music industry once again , re invented the headphone space, and now re in venting the health with the watch and fitness industries.