They're loosing money because they are selling commodity level hardware that in no way differentiates itself from other companies in the software department. the newest hardware is very nice, but still borrows heavily style-wise from the market leader (apple). the rest of their hardware offerings are forgettable from a design POV, and offer nothing that other companies don't also offer. The same software and guts as everyone else and hardware that is not exactly distinctive leaves you competing on price only, and that is a race to the bottom. IMHO they would be better off with a narrower product range made up of truly excellent hardware targeted at specific audiences (think office road warriors, student versions. fashionistas, gamers that kind of thing) Make just a handful of distinctively styled machines. make them high quality, upgradable and fair priced and people will take notice.