What I think about Apple is that they need new leadership, plain and simple. They really need to think about what the competition is doing.
How I would like them to change is their mobile division, it's a mess. To be honest, they should have iOS flavors and Android flavors of their phones. Stupid, Probably, would people buy it, hell yeah.
I would like to say is that, a redesign of the SE needs to take place, where they should have a low power processor to capture the low end. You would have the "quality of apple" then the cheapness of a phone.
They have a hang of their computer division, it may not be perfect, but it is damn close. They really have a hold of their market and they make the best products they can.