There is heavy lock-in with Apple, moreso than any other company I can think of. But for sure it is a fashion brand. But in order to be fashionable, they need

There is heavy lock-in with Apple, moreso than any other company I can think of. But for sure it is a fashion brand. But in order to be fashionable, they need to have compelling designs and technology. They do not anymore. Their main new product seems to be those stupid AirPods, and I don't think you can carry a trillion dollar company on that. Everything else is just a minor tweak on an existing product.