That and they've managed to convince their target audiencethat they are some sort of underdog by creating this rivalry with Microsoft. Of course, the people who fall for this don't realise that they're the underdog in the same way that Pepsi and Tesco are underdogs; in that Apple are a massive corporation who have chosen to compete directly with a slightly more massive corporation who are actually no worse than they are. Steve Jobs is a very clever man, having created the illusion that Apple is somehow 'the liberals' choice' for IT related stuff, even though they have some business practices that make Wal Mart look like a philanthropic organisation.
(,
Wed 27 Jan 2010, 14:15,
archived)