If you are of the generation that grew up with a smartphone, Windows and Mac are no different vis-a-vis the learning curve. You will need to learn how to use filesystems, learn window management and install desktop applications on both. And let's face it, that generation is using Gmail and Google Docs that are identical across platforms. The difference isn't worth handing Apple a huge chunk of cash to upgrade to 16GB RAM.

It has been a while since they introduced category-changing new devices and people hold on to their iPhones/iPads/Apple Watches longer due to smaller changes between generations and long software support periods.

So, the primary way that they see how they could grow is by introducing more ads and more subscriptions. Slowly they make Apple's platforms more gross:

- When searching in the app store, nearly half the page is ads now.

- Pushing F1 movie advertisements through Apple Wallet.

- Ads in maps.

- Pushing subscriptions by putting ads for Apple Creator Studio in iWork apps (Pages, Keynote, Numbers).

- Pushing subscriptions by putting Apple Fitness+ ads in the system setting on iOS (!).

This might work for a while, but eventually, Apple will lose a key differentiator.