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Target markets. Pros, even if they upgrade, don't pay the inflated price for upgrades at the time of purchase ($10k Mac pro? Really?). Businesses don't pay them either. Companies that typically have IT staff don't have a ton of Macs. And companies that do group animation and video use clusters of machines for processing. They're not doing it on their own individual machines. The workplace has changed. Creative jobs have been outsourced. Large departments of Macs with designers and artists at them have been replaced by freelancers who bring their own machines (or people who work offsite). It's less overhead for the company. Lower overhead, lower inventory, more profit = good business. This is the trend.

For Apple, while they rode on the backs of the creative industry for years, they made more money touting security and the failures of Windows (until they became a target themselves). This changed their target market, because as switchers jumped on board, they weren't willing to pay for upgrades. And if a system board failed, it was easier for Apple to swap single units than it was to replace components (lower qualifications for service techs). With more non-professional voices dictating the "Pro" line of machines, it killed much of that market for Apple. With the ubiquity of the word, now companies make "Pro" doorbells. So it's lost its meaning.

There are still a few of us who would love to have a brand new loaded Mac, but they're not going to make millions of dollars off of us though. I personally wish they would open-source their OS. Then I could run what I wanted as a professional. Start charging for the OS again and make it cross-platform capable. Let companies write drivers. At the very least, split software from hardware in regard to the OS and make a different company that sells the OS for desktops. Apple can keep their Frankensteined mobile OS though. Time for competition.