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It sounds like someone in Apple is burning the corporate brand to make their division's target because the target wasn't adjusted in the face of the law. Leadership at the top is at fault.

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Yes, but the concerning thing is that this behavior you’d expect from Oracle or similar. The App Store, in-app payments etc is not bad – Apple would seem to be able to compete fairly and still win a big slice of the cake – higher prices but premium experience, like they’ve always done. So.. have they stopped believing in themselves? Or did the sweet taste of monopoly turn them greedy and arrogant beyond salvation in just a decade?

Being the market leader, Apple sets the ground rule in the market in way that makes Apple wildly profitable. However, the regulators are striking at the heart of these rules, and Apple seem intend to use its technological controls to minimize the impact of the regulators, rather than just accepting the change and move on.

The issue for Apple is that the above generates bad press against Apple which is going to erode away the brand, and the regulators might end up issuing more rules anyway.

Apple is showing it's true colors here, and it's not the joyful rainbow of the past.

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