[eengstrom]

Apple was never cute, nor cuddly, just your perception of it. I started in technology at the Berkeley Mac Users Group in the mid-80's while in my early teens. I was around when Microsoft was clearly the dominant leader in business and Apple, while highly valued was an graphic artist and midi gadget company and a non-serious contender in business environments. Wait, they still, mostly are!

Apple is now significantly larger in revenue than Microsoft; something I never thought would happen. Could they be 'evil' for taking the formula they started with and being true to their core? They have never wavered from their brand, or their goals. It's amazing really and should serve as a principle to anyone doubting their model or method of doing business.

Apple has always protected its IP, maintained strict controls of development and access, as prodigal_erik says below so succinctly. You bought Apple; or you bought the other guy. Nothing has changed, just the volume of business and the numbers who have adopted the various products.