I agree with this. The main aspect in which they've lost their way in my mind is that their product design choices are intended to appeal to customers only as means to profit, rather than choices that earn profit as a side effect of delighting customers. For example, they've developed this incessant habit of trying to remove basic and often loved features in order to save a buck (ports, headphone jacks, mag-safe cables, glare-free screens, escape keys and other buttons, etc).