I think Apple mostly choose excellent components to build their devices, be it the screens, ssds or cameras. For a buyer getting an iPhone or Macbook is usually

I think Apple mostly choose excellent components to build their devices, be it the screens, ssds or cameras. For a buyer getting an iPhone or Macbook is usually the best way to get hold of a well put together and high quality device. Sure you can get the same quality in other devices but it takes research and most devices of equivalent quality are usually as expensive as Apple devices and sometimes even more. The Dell XPS, Surface book or HP Spectre are not cheap or without issues. Even equivalently configured Asus Zenbooks with i5 and not core-m are not cheap. For instance the previous generation 13 retinas were the only laptops with 28W i5 SKUs. The rest of the i5 ultrabooks in the Windows ecosystem were the standard 15W SKUs, so with the Macbook 13 Retina you got slightly better performance and Iris graphics. The current dissappointment is valid as people rightly expect far more from Apple than boring incremental updates. The magsafe ommission is head scratching and 1299 to 1499 is a huge jump. I think people are getting disenchanted with paying for 'let's make things thin' brand of engineering that adds little to no value to end users.