In my opinion, the role of apple is to create half-wit products for half-wit people who seemingly at will pay (too much) for them. A great piece of their very high profit margins get invested in preserving their abusive ways (intellectual property protection, devices often problematic to repair by 3rd parties, etc.), giving their products the exact amount of extra quality for half-wit people to continue thinking they are the best. In my opinion they're very far from this goal, though, and as Lightbringer likes to say what they really deserve is to be dragged into an alley and beaten 
with sticks. Yes, I am biased. My money has no place in their pockets. Good luck to them.