Yup, it's a Digital Entertainment Company, not a PC seller

Yup, Apple's identity in the free media is shifting in the direction that they have envisioned.

They realized a couple of years ago, it's not about PC's anymore. Of course, when you don't have a large installed base, it's easier AND more imperative to be innovative. It's always more fun to be the underdog, especially when you know that you're better at this game than the top dog. Class and talent DO count for something.