Yes, 10 years ago Apple was undergoing massive growth and establishing itself as a premium consumer brand where customer service was a differentiator.

Their revenue is levelling off now as the markets they're in mature and they need to continue profit growth. They do this by raising prices (see the iPhone 6,7,8,X dance) and reduce their costs to expand their margin. Lowering repair costs is now a key part of their strategy in a way that it wasn't 10 years ago.