The headline may be a little provocative, but this article by Matt Birchler encapsulates a lot of the feelings I shared on the latest episode of Connected following Apple’s decisions regarding the Patreon iOS app.

Part of this is that Apple is no longer the underdog, they’re the biggest fish in the sea. It’s simply not as fun to root for the most successful consumer company of all time than to root for the upstart that’s trying to disrupt the big guys.

But another part is that despite achieving massive success, Apple continues to make decisions that put it at odds with the community that used to tirelessly advocate for them. They antagonize developers by demanding up to one third of their revenue and block them from doing business the way they want. They make an ad (inadvertently or not) celebrating the destruction of every creative tool that isn’t sold by Apple. They antagonize regulators by exerting their power in ways that impact the entire market. They use a supposedly neutral notarization process to block apps from shipping on alternate app stores in the EU. Most recently they demand 30% of creators’ revenue on Patreon. No single action makes them the bad guy, but put together, they certainly aren’t acting like a company that is trying to make their enthusiast fans happy. In fact, they’re testing them to see how much they can get away with.

And:

And to be super clear, I think the vast majority of folks at Apple are amazing people doing amazing work, especially those in product, design, and development. There’s a reason that I use their products and there’s a reason I care enough to even comment on all this in the first place. The problems all stem from the business end of the company and I don’t know how to convince them that reputation matters. How do we convince them that they need the rebel spark like they used to have? How do we convince them there are more ways to increase their profits than by going after the paltry earnings of creators on Patreon?

It’s a pretty dark place to be when Apple’s biggest, long time fans are hoping that the US government will step in to stop them from doing multiple things that they’re doing today.

I couldn’t have said it better myself. On the latest Connected, I argued that it almost feels like there are two Apples within Apple: the company that designs the hardware products and operating systems I still love using, which I find superior to most alternatives on the market today; and there’s the business entity, which is antagonizing developers, creators, governments, and, in doing so, alienating customers who have been supporting them for years.

I don’t know how to reconcile the two, and I don’t think I’m alone in feeling this way lately.