My very personal take on this. Let's just say that as a power user and technology enthusiat, as a high-end and demanding customer, as someone who thinks there's a limit to how much form can impede function, Apple has been giving me more and more reasons in the last few years to consider other venues. 2015 was the tipping point, though.
OS X isn't superior enough to Windows anymore that it's a factor of preference for me. I like them both. I kinda prefer Windows to OS X these days, I tend to prefer its ergonomics, after 6-7 years of happy OS X.
Overall I'm leaning more and more towards Linux however, as I can do 80% of my work there with an out-of-this-world interface that makes both Apple and MS look like dinosaurs, complete with a freedom unheard of anywhere else. Really like where some distribs are going (OpenSUSE, Fedora, and Arch).
There's no desktop Mac with the kind of specs that I want, and it's not even about price.
The Mac with the specs I want just doesn't exist, it would be called "powerMac" or something and would feature the best GPU of my preferred brand, full upgradability, like the old Mac Pro.
Thus I can only buy a PC/hackintosh for my needs, it's a sad fact that I really wish were otherwise because I could live without tinkering and researching stuff. Man, I really, really could...
I don't understand Apple's stubborness in not exploring a hybrid device, which for my use-case tends to make both their tablets (too limited, formfactor+iOS) and their laptops (well, old school laptops, can't turn into a tablet temporarily) a little bit 'meh' to me as we near 2016. Feels a bit like 2010...
There's no way I'm going to carry two devices plus phone, but I want my productivity on the go at all times. So, great products in and out of themselves, just not for me as I want the power of a full-fledged OS with the mobility of a tablet, and I can only buy such a product from other manufacturers.
iPhones are great, but as I gradually leave the Apple ecosystem, considering the awful thing that iTunes is on Windows and the general closeness of iOS makes me rather look at Android (or even Windows phones, should they ever release a good device like a Surface Phone with stylus, but we're not there yet). My next phone will probably be a Sony Z5 compact, or maybe Nexus P6.
I dislike the watch design, it really really doesn't fit my style one bit.
So, in the end, I wish Apple made products for me, I really do, but they clearly don't. I'm now about as far from their demographic target as it gets. It's a sad realization I had to make, still waiting on the next MBP announcement to confirm my fears.
For my 60ish mother and tech-scared fiancee, though, nothing's changed, I still gladly recommend them to buy Apple products and they are totally fine with them. Mother's a bit lost with UI changes, though, I get many more calls asking for this or that feature, or complain about bugs. I'm confident it's just a phase and Apple will soon sort their s*** together and make user-friendliest software again.
My somewhat disappointed but sincere 2 cts.