I personally think Apple is a victim of being a publicly listed company. Once you're publicly listed, the only thing shareholders want (and the only thing the CEO is measured on) is, ultimately, the share price.

Don't get me wrong, I also enjoy and benefit from returns from the sharemarket. But I think there are downsides to it, and you can clearly see it here, with Apple. A company that was an underdog, and didn't really need to worry too much about the share price because anything they did at that time was attracting customers at a smaller scale, but it was still growth. Now at the size that they are, they have to lose their soul to keep the growth happening.

It's sad, but it's also the reality. Netflix for example - once tweeting "Love is sharing a password" now resorting to stopping this.

There's just no contentment in the sharemarket.