Probably saturated market. "What got them here, wont get them there". They continuously need to show growth. As you said, the strategy of focusing on Pro users

Probably saturated market. "What got them here, wont get them there". They continuously need to show growth. As you said, the strategy of focusing on Pro users worked. It's now time to focus on not so Pro users... those who don't need matte displays, 32gigs, fancy keyboards and much rather use a colorful touch bar than another row of buttons.