I'm neither a fanboy of either Windows or Mac - I have used them both for years (and primarily support Windows users). I do use an iPhone over a Windows phone.
I hope Apple doesn't get into media. What I wish Apple would do is stop being so ridiculously boutique & uppity and open up to the world just a wee bit more. I think they would do much better that way. While I'm nervous about building a Hackintosh, $2500 in current, "new," hardware is cheaper than $4300 in older, slower, prettily-packaged hardware. If Apple can kick it down a few notches - I'd reconsider.
As for hardware/OS - I still think one generally gets more out of a Windows box when comparing dollar-for-dollar. Just a mostly uneducated opinion.
As to this article - PR distraction trying to settle the masses and stop the bleeding. Windows 10 & MacOS are very close in usability. That, along with Apple's use of aged hardware, retail pricing, and non-substantive line changes, I'm sure have caused people to migrate away from that product ecosystem producing "damning [sales] numbers."
Just my point-of-view.
EDIT: When Macs can finally appeal to big-name gamers (in this thing we call an economy), then we'll really see something...