Apple needs balls. They need to show the world they can innovate where nobody has gone before. An Apple TV with screen and game controllers for $2k would sell like hot cakes. A stackable 'Mac Nano' the size of current Apple TV 4k for under $500. An 'iPhone Y' aimed at the lower end for under $300 so everybody can use Apple Pay, Facetime, etc and get immersed in the Apple ecosystem.
You can't survive in a competitive world with just 10% of the market share since interconnectedness is crucial for the dominance of any platform and that's why you need cheaper macs and phones without losing the appeal of high end products for those who have the money in times of economic duress like the ones to come.
You can't survive in a competitive world with just 10% of the market share since interconnectedness is crucial for the dominance of any platform and that's why you need cheaper macs and phones without losing the appeal of high end products for those who have the money in times of economic duress like the ones to come.