Let's see. Amazon provides it customers with pricing that usually is as good or better than its competitors, combining this with excellent service and innovative solutions. It's main fault is that Amazon could treat its employees better, but mainstream media and its (rich) shareholders apply little pressure to Bezos to work on that aspect of his business. Apple, on the other hand, has deviated from the very principles that Steve Jobs leveraged to dramatically increase market share and profitability: vision and innovation combined with services and products that gave its customer the best user experience possible for a modest premium. Today, Apple arrogantly gouges its customers, relying on insane profit margins and planned obsolescence to increase shareholder returns and maintain profitability, and has destroyed decades of goodwill that Jobs cultivated over his storied career. Once, Apple dared to fly a pirate flag over its campus, proud that it lead the personal computer revolution. Today, Apple has become yet another behemoth corporation espousing the conservative but greedy mindset that goes along with that, an instance of 1984 it once railed against. It comes as no surprise to me that Amazon is the stronger brand today, even though Apple benefits from a huge number of customers that are generally satisfied. Yet, these same customers just don't get it, don't demand excellence from Tim Apple. I, on the other hand, do. Why? Because I drank the Kool-Aid and for decades relished passion for (nearly) everything Apple. So, if I sound bitter, know it's because I know better. I know Apple can perform much better than it does today but chooses not to. I demand excellence from Apple. That's what differentiates it from the marketplace or, rather, once did. But there is hope. Cook will step down one day and perhaps the new regime will look back at what made Apple great, then return to its roots. I will be there cheering it on should that happen. Or sadly lamenting for what were the greatest moments in the technological revolution.