I think it'll be interesting to see that even if we do get a rethought Apple TV or even an 'iWatch' in the near future, will that actually spur any real change in the way the company is perceived.

A lot of people have said something along these lines so I won't try to quote anyone directly, but there's that saying that when a new product/idea in the same space comes out, it not only has to be as good as existing services but it needs to be significant margin better to really make any noise.

Maybe contract deals are what's holding up a re-released Apple TV but even if were to say include Siri integration would those two things be enough to make it radical. In terms of any watch, Apple is notorious for a slow and small feature set (but obviously very well thought out) so I could really columnists/bloggers yawning at its release too.

Bottom line I'm not even convinced new products will spur any changes to their narrative, I think the author hit the nail on the head that Apple is no longer an 'underdog' in any respect and now they're held to unrealistic standards (despite still being very profitable).