It's a bit of a chicken-and-egg scenario in that you can't get past that 10% unless you really devote the energy to it, and you can't justify the energy when it seems to contribute so little to your revenue.

At one time Apple had a lot of passion for desktop and laptop computers. Today, they just seem to be nonchalantly kicking the metaphorical can down the road. You can't blame consumers for not going crazy for products that Apple isn't crazy about themselves.