Apple has always been ruthless. Look at the way Mr. Jobs treated some of his co-workers and collaborators. Ruthlessness has always been part of Apple's culture. Their 1984 ad was just a way of aggressively differentiating themselves from IBM.
Until there is a broader social movement that demands accountability from companies that manufacture products overseas, the status quo will remain. It would also be foolish to protest against Apple itself - many other companies are also guilty of the propagating the same abusive working conditions in the name of providing cheap goods to us.
But, given Apple's prestige and leverage, it is the best-positioned company to demand greater accountability from the likes of Foxconn and other Taiwanese companies that operate factories in China. Unfortunately, pursuit of higher margins will stymie that goal, unless we consumers push Apple in that direction.
The NYT piece, while biased, is a great eye opener. We are all guilty of perpetuating this system of abuse. Let's end it. Let's march out to our local Apple store tomorrow and demand that Apple enforce their Code of Conduct more stringently with its suppliers.