The value from Apple products is no longer compelling. Devices that can't be worked on or upgraded by users, that don't even operate as they should (MacBook overheating and bad keyboards) or that should do so much more (iPad Pro crippled by software).
So, Apple alternative? For me, it's been HP. Their Spectre x360 line for my mobile laptop / tablet (and it does both, and it can be worked on, and the keyboard isn't garbage, and it doesn't overheat... etc), and their Omen laptop line for gaming and performance. I replaced the iPhone with a Razer Phone 2 (120 Hz screen, USB-C, very powerful, lots of great software and hardware) and I couldn't be happier.
I have a Mac mini for iOS development, and to be fair to Apple, the AppleTV is still the best set top box out there for now, but the rest is just over. And it's sad. I was deep into Apple for 12 years.