Productive work - unlike consumption - is based on the file metaphor. Not well supported on iOS. The workplace runs on written conversations and that means keyb

Productive work - unlike consumption - is based on the file metaphor. Not well supported on iOS. The workplace runs on written conversations and that means keyboards are required. The high road leads to no good place. Apple has been there in the past. SGI and many other bodies are laying rotting left and right. Prices for PC are declining and in any case there is already a significant and probably unsustainable gap. Macs have 4 cost drivers that Apple can tackle to ensure they keep growing their market share: - Manufacturing - Intel - Apple margins - Mac features Compromising manufacturing would damage the brand. Intel is somewhat kept in check by the threat of Ax (and fighting back by providing more function/lock-in around the CPU) but ultimately an Ax processor may be attractive. Apple margins are something to consider both from appropriateness for the market and as a stop-gap measure. Providing a low feature Mac may be another and imho the most promising one. A 12-13'' laptop aimed at the basic educational need and simple business use case market priced around $1000. Not much CPU/GPU but enough battery to last a day.