There are a few holes that could be poked in your perception, especially since you seem more enamoured of bullet points and appearances. Take for example the Mac/iMac line: Apple's update schedule for the Mac has been coupled to the Intel generation lineup ever since the switch away from PowerPC, and there Apple tends to skip a generation. As Intel has slipped on their schedule and the sales of the Mac are still strong, Apple has decided to wait a little longer. As for the iPhone SE, it may look like a 5S on the outside, but it has the same CPU and camera as the 6S, so you get dinged there as well. And to be honest, I am seeing more iWatches out there than I originally expected, as it does not work properly without an iPhone. It is more or less a fashion accessory that Tim Cook wanted for himself, and so it's made according to his needs. I also think the thing about repairability must be your personal opinion, as the Power Mac lineup used to be the easiest to open and modify, but customers prefer the all in one design of the iMac. Granted, with only the Mac Mini and the Power Mac as standalones to compare, it's not really a fair comparison, but Apple has long since figured out that those who mod or repair their own Macs are a vanishingly small number, they are not even considered any more.
I see Apple today in more or less the same position among computer makers as Daimler is among automobile manufacturers: a premium maker with a good chunk of the middle-high end market.