Honestly, when it comes to computers, Apple is doing fine. Personally, I'd love to see some sort of push for touch on these devices, and see Apple's take on a touch based capable operating system, but I won't hold my breath. Also, I don't want to know how gross the cost for that would be. Ugh.
Currently, the selling factor for Macs that I'm seeing (aside from photographers and the creative minded) is people with a distaste for Windows 8. Regardless of what Microsoft does at this point, I feel that the perception of Windows 8 has already been established, and people are beginning to avoid it in favor for something else whether it's from their own experience or more often or not, their friend or family member who "knows a thing or two".
The iMac is a pretty easy sale too for someone who will just be using it at home. It's the best looking all-in-one computer you will find. I don't know what direction they would need to take them in to make it better, other than touch. It's a big pretty screen, and if I could navigate as smoothly as I do on an iPad, it'd be an easy buy if money was no issue.
Of course, I care about my money. Today, Apple provides much better options than they have in the past in terms of pricing. They're still pricey no doubt, more so on the accessories and the adapter for this, that, and frustration that can lead to. I guess it all depends on the person.
As for the company itself? I think they need to do something in the phone department more than anything. iOS is growing stale, fans have been left out in the cold so to speak waiting for something big to come along (no Samsung, I'm not talking about you're oversized phones). Something feature rich, with ideas that just make sense. It's no easy task though coming up with ideas and solutions to problems that people didn't realize they have, as they did with the original iPhone release.
I can only hope they come up with something great, as I love competition. Android has come a long way, and I'm quite happy with it. If they can have Samsung and Google scrambling, it will be a good day for me as an Android user.