They've been like that since the early days of the company, it's core to their culture, which was built by Steve Jobs. Apple has always had an elitist snobbery at their center, such that if you don't get a thing then you're wrong. That's what Think Different is all about, that's a hyper arrogant proclamation that could only be spewed out of an elitist never-wrong orifice, it's borderline assholic in nature. Part of the cult of Apple has always been that attitude, the Apple fans eat it up, they love the idea that buying Apple products made them feel different (or it used to, before Apple became mainstream), made them feel separate from the masses. Steve Jobs points that out in the D5 interview in 2007 with Gates, how Apple needs the inferior taste of the masses to prime their superiority off of (which is another way of saying: they're wrong, we're right).

Go back to their response over the iPhone 4 reception problems ("you're holding it wrong"), same asshole culture then as now, and that culture has been in place for decades:

https://www.engadget.com/2010-06-24-apple-responds-over-ipho...