Apple nearly went bankrupted, mostly because even if the hardware was good, their Mac OS was a piece of shit that started paling in comparison to Windows NT, OS/2 or even newcomers like BeOS, while Win 95 gave you approximately the same value but with increased compatibility with older / current apps.
They can't keep their premium market if you can get the same quality for a lower price and a lot more freedom to tinker. Google coupled with HTC/Motorola can deliver that quality.
Their only option is to keep innovating and keep infusing mass-media with Stevey-juice ... but that's not sustainable.
I don't get why they haven't learned anything from their past mistakes. Lock-down, patent threats (it was copyright in the old days) ... do they really think these will work?