I'd say their positive image though has lost a good 
    deal of its shine since their peak.

I don't necessarily disagree, but I'm also not sure that this would lead to a decrease in engagement. I could very easily see the opposite being true -- more discontent equals more engagement.

Many/most people in tech have to deal with Apple in some capacity even if they're not users or "fans", such as making sites/apps work on Apple platforms.