The displays, the Time Capsule and the Airport line are all a result of Cook’s pursuit of high, higher, highest margins and those products just don’t have a high enough margin for Cook’s taste, IMHO.
The rationale, for sure, was that there’s no money to make in these “saturated” markets, but I have always thought the decisions were idiotic in respect to how easy those add-on sales are for your sales force in the Apple Store and the chance of a value add such as a spiffy new monitor with bulletproof TB3 connections plus a free built-in Dock to ease acceptance and extra capabilities added into the Airport routers such as being a caching server for Software Updates, Music or TV/Videos, Remote Desktop access, remote file access, et al. But what do I know...
As for Xserve, that was just an idiot move when you want to retain your Pro customers and offer a true workflow for certain customers who will buy YOUR (Apple’s) solution. Perhaps they didn’t want to screw Lumaforge and other startups, but generally, Apple simply doesn’t get Enterprise, never has and doesn’t really care.
I get it, Enterprise is thankless, often quite witless and mostly anti-Apple, but Xserve really was a great product and Apple’s chance to have a long term impact in a few key creator markets and keep customers inside that garden forever was completely squandered. Again, I don’t know the actual politics since Apple and it’s not like they have suffered from a sales/profit viewpoint, but mindshare from Pros took it in the shorts and really shouldn’t have...I know Apple has finite resources and iPhone sucked up all of Apple’s resources at the time...and they paid a terrible price...Pros did too. I dare anyone here, at Apple, friggin’ NASA to argue with me that selling the 2013 Mac Pro unchanged for SIX years was a good idea.
To my way of thinking, Tim Cook’s Apple has ceded too much leadership in the Pro/Creator/Content market to Windows and Linux and I get it, iOS, iPhone and iPad is all consuming to keep competitors at bay and Wall Street happy, but that double edge sword HAS cost Apple more than they know. Or will admit.
Obviously, I would have run things differently, but I still don’t know if I could have as sometimes you have to make hard choices, dispassionate choices.
Just my 2¢.