In this case they should have done their market analysis properly I think. One of the USP's for Apple devices for me always was the quality of materials and pr

In this case they should have done their market analysis properly I think. One of the USP's for Apple devices for me always was the quality of materials and production. Weakening this point of reference by opting for poor quality materials and implementing strange new designs that break fast is poor product management in my opinion. I don't see that behavior in Apple's past so often - the opposite is true. Look at the iPhones for example: The early models had a plastic case and buttons and then they introduces more metal etc. somewhere around the 4/5s. The same happened with their notebooks: They started with cheap plastic cases and upgraded to metal. Nice. There is more products where they excelled at improving the features and the quality. If it is their choice to leave this USP in the dust they will loose customers like me because quality, good materials and stuff like that are very important for some people.