Back in the Windowless days when Microsoft users were still using DOS on IBM clones Apple had something really special. Their computers were so much more fun. They were expensive, but the people who owned them didn't mind paying for something so easy to use.
Since Microsoft got into the act, Apple have been slowly losing ground. I don't see them going down the gurgler like Sony did, when their ubiquitous Walkmans were surpassed by so many digital innovations and they failed to follow through, but Apple are likely to find either their sales or their prices dropping.