I've been on Apple's platform since 1990, I saw it through the horrid time before Jobs' return. What did Jobs do? He made the mac cool again, sure, but he also made amazing machines with an amazing OS (OSX is the only reason I still am on the platform) and it was embraced by the pros - graphic designers, video editors, music producers... the performance, stability and workflow was unmatched.
Now look at it. The only powerful machine they make is well out of the price range of all but the largest companies. The next step down is pathetic to say the least. Design and video professionals leave the platform in droves, why? because Apple made sad, underpowered machines covered in marking wank and focused on their gadgetry.
Apple - shape up, or ship out. Unless you make a top end machine for $2500 that can be used in professional 4k video editing, motion graphics, audio production, graphic design, as well as support the huge potential of the mac gaming market (which never has been tapped but always should have been) - then go home and get lost. Make it modular, allow us to customize and upgrade our machines. Be good enough so we can love the mac again. Stop making $2000 facebook machines, make us machines we can be proud of.
Unless you do this - my next machine will not be a mac, something I haven't done in 28 years.