I'm not sure it even is a misstep, though. I'm reminded of the very beginning of Mad Men where Don realizes that his job isn't to convince the public that they should keep smoking despite its problems; it's just to convince smokers they should buy his brand instead of the other one. "People love smoking." Likewise Apple isn't responsible for the device paradigm, nor is it at risk of thirst for device diminishing. Apple has to make its name synonymous with the trend and it wouldn't do them much good to try to convince us that the trend isn't horrible.