The truth behind Apple’s most unpopular decisions: It’s not about you

Macworld
Twelve years ago, my former Macworld colleague Lex Friedman and I were at an Apple-focused conference where we presented a talk called “Apple is Huge Now (And That Sucks For You).” The long and short of it was that the Apple of 2012 was not the same Apple of the 1980s, 1990s, or even the 2000s—now Apple was a giant company that could less afford time worrying about you as an individual.A decade-plus on, it’s hard to believe that Apple has gotten even bigger and t