There is a growing challenge for Apple from media professionals (Audio, video, high end graphics) because their workhorse, the Mac Pro desktop, has had no significant updates since 2008, apart from some processor speed bumps. And their video and audio software are in need of some real boosts, too. When Final Cut X replaced Final Cut Pro (video editing software) it lacked so many features that long time users turned back to Avid and Adobe. Final Cut X has slowly been improving, but the disruption in work flows has been painful.

Many 'pro' users feel that Apple is dumbing-down the interface for the mobile user, and it is having a negative effect on the (admittedly small, yet important) heavy-lifting pro desktops like the Mac Pro. Apple has pre-announced an update for the Mac Pro for 2013, but they still need to address the associated software, and APIs/drivers for a wider variety of the new, very powerful graphics cards available today.

That said, the iOS is a pleasure to use on the mobile devices, but what really makes the most sense is to ensure commonality of files that regularly move from mobile to desktop and back. Mobile-to-desktop works well, but many desktop-created files incorporate features that don't (yet) transfer back to the mobile platform. This area should be a priority for both Apple and M/S.