What’s the problem?
The market is saturated with inexpensive, high-quality devices in every segment; traditional PC notebook and desktop, Chromebook, smartphone, tablet. On the Windows and Android sides of the fence, differentiation remains price. Apple differentiates with OS X and iOS, but also on price, too– at the other end of the scale.
Despite a steady stream of incremental innovations, a smartphone is a smartphone is a smartphone. There’s nothing that excites the masses sufficiently for them to spend more money on a new product that does pretty much what last year’s model did.
It’s time for a revolution, Apple.