[Entangled]

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.

[wozniacki]

I tend to agree with the sentiment that Apple just hasn't innovated off late like it did in the past. I'm an Apple user and am constantly fighting off the urge to switch to Android given just terrific some of the phone experiences are, over on that side.

I've heard from Youtubers who have maxed out the RAM on their Mac Pros that its absolute garbage at even handling mundane video editing tasks. This was two years ago.

Nonetheless, I won't switch to Android only because of the privacy promises Apple has made & doubled down on. Whereas Google doesn't seem to care so much. The forced auto-login into Chrome browser (desktop) when you login to your Gmail on the browser, was the last straw for me.

However I just don't get just why Apple doesn't loosen those purse strings and spend massively on re-capturing the imagination of the user like it once did.

Is it Tim Cook and the board?

Does the ROI simply not exist in this space anymore no matter the capital spend?

Where - if at all - does Apple see a justifiable spend in the near future - tvs? cars?