Once you lose that cool appeal it's hard to get it back.. Everybody talks about how "cheap" Apple is.. The reason is obvious their brand is no longer as cool and innovation is nil now.. Samsung leading the market now as far as technology goes.. They an old stale Microsoft now (they will be around and make plenty of money but they are not cool anymore and their high growth days are behind them) .. Microsoft finally on a solid path with nadella now that the rid of ballmer (cook a ballmer)