Apple is becoming confusing which isn't good for a brand. Less innovation - VR, Apple car?, Apple TV, outdated product designs?. Inconstant attitude, if the prongless adapter was so wonderful before then where is it now? Lack of coordination, prong design not keeping up with the launch of the refreshed Ipad pro. Contradictory, design when it's convenient and cheap otherwise and have the consumer make it up somehow. Frivolous, all these new emojis. Inconsiderate, though this is subjective. Apple can't lead with technology because other than the processors it has no technology. It has to lead with design and consistency of experience and it has other priorities like exploiting every opportunity for profit. Most of all apple has to mean something and it's losing that. Maybe the company has become too big to manage for lesser mortals.