It's only turned really cynical under Cook, chargers no longer included, cables sold separately from chargers to nickel and dime customers, refusal to adopt standards like USB-C unless threatened in court, refusing to pay patent license fee for blood O2 monitoring on the Apple Watch and trying to scalp all the talent from the company instead, anti-competitive behavior in the EU. Jobs version of Apple was pretty benign compared to the win-at-any-cost Cook version of Apple.