Part of the issue is the state of the industry. People aren’t buying home computers at the rate they previously did. It’s now possible to live entirely with your mobile devices. In some ways the Mac (and PC) are relics in the consumer world. The situation will look more dire in 10 years. Only dinosaurs like me will probably be buying another Mac.
This is probably true. There are a lot of people who happily use their iPhone or android device or iPad when they need to go online or communicate, or read or whatever. This isn't the early or mid 00's where you needed a true computer to use the web.
There's another smaller segment that needs non-demanding hardware for work, like laptops for office work or whatever.
Then there's an even smaller segment made up of enthusiasts and professionals who need high end gear.
Apple heavily caters to group one, moderately caters to group two and gives lip service and and long wait times for new products to group three.
This is not going to change no matter how many times one of them gets on stage and says "now, we love the Mac."
In fact, it will probably get worse once macOS moves to ARM. Personally, I don't think I'll buy another Mac--ever.