It's not helpful to point to revenue when a scenario in business like this plays out and says, "Look, clearly they know better than you."

If you notice people complaining about something in numbers, there's a reason for it.

There were people who held out for years because MacBook Pro designs were anti-consumer and people held out for compromise. I know I did. Everyone I know did. It wasn't some niche. There's an entire professional class that relies on good tooling.

Sorry Apple != MacBook Pro Keyboard however bad that latter may be and upset you may be about it.

The idea that Ive has somehow fundamentally damaged Apple's business in a way that they've yet to recover from when they've just had an almost $90bn quarter is .... just wrong.

(And anyway they've fixed the keyboard and Mac sales are up hugely).

You're focused on the horrendous MacBookPro Keyboard, and forgetting the trashcan MacPro. That thing was so bad, they had to make a Pro version of the iMac!

The trash can Mac Pro was a bet on the power of Thunderbolt, which for the first time was a peripheral bus fast enough to connect things like SSDs and GPUs without loss of performance. The idea was to make upgrading even easier than the previous Mac Pro... as easy as plugging in a Thunderbolt cable.

It didn’t work out that way. High performance Thunderbolt peripherals like eGPUs were slow to develop, for reasons outside of Apple’s control. They thought you’d soon be able to buy the latest GPUs in external enclosures as well as internal cards, the way you can hard drives. Didn’t happen.

It’s a good example of a big bet from Apple that didn’t move the whole computer industry. Eventually Apple threw in the towel and went back to the traditional big box case for a pro machine.

I never mentioned anything about their keyboards.

> If you notice people complaining about something in numbers, there's a reason for it.

MacBook Pro keyboard.