In the long-term, Apple is #1 (haters gonna hate), because they are always striving for excellent user experiences, in the products, the support, and in the wallet. I have always contended that Apple products are much less expensive than other options, when you look at the total cost of ownership. They just work™ and they require much less time and cost in maintenance than other options. I believe that they’re still doing the best they can for themselves, which turns out to also be the best for their customers and shareholders.