[zghst]

Modern day computers are not where a large company like Apple should be investing its resources.

You forget that the battleground in their business is the smartphone, capitalizing on the gains in smartphones and accessories is what will make the most profit. Additionally Apple is well fomented against the PC market taking over, all over Silicon Valley, Macs (Unix) are a clear preference for getting work done.

Apple is so off the charts popular, that their events even take the world's attention. The glitz, the buzz, the beast marketing machine can't be defeated.