I’m sure Apple will continue to be very successful for many years to come and I expect to buy many products in the future as well (after all, Microsoft and Google don’t feel much better). I’ll surely even give some of those products glowing reviews on this very blog. And yet, I do wonder if the Apple enthusiast crowd as we know is in permanent decline.

You don’t need Daring Fireball, Panic, ATP, Birchtree, or anyone else like us to be massively financially successful (just look at Microsoft and Samsung), but I do find it a bit sad to see Apple stroll down the road to being a totally heartless mega corp like the rest. Why does Apple feel it’s worth trashing their relationship with creators and developers so that they can take 30% of the money I pay an up-and-coming creator who is trying to make rent in time each month?

If Homer was trying to start an internet business today, Tim Cook would be the one smashing up his home office and declaring he didn’t get rich by writing a lot of checks¹.

I’ve all but checked out on the Apple community these days. I still follow a few choice folks like David Smith and John Siracusa, but the overall tone of most Apple pundits today feels like that of a kid who was bullied in high school and became the bully’s boss.

Here’s my problem: Apple makes the best products out there today, and they know it. They deserve to be rewarded financially for this, but the problem is that they don’t know when to stop.

That mindset tends to be a problem in humans in general. People who are great at saving money tend to be unsure how to spend it when they retire.

I’ve been an Apple supporter since I got my first iPod back in 2003. Whenever I need to get a new electronic item, my first instinct is to grab whatever Apple made and be done with it.

At first, that instinct was pursued with enthusiasm. Now, after twenty years of selfish financial moves, I’m starting to follow that instinct with a funky taste in my mouth, like when you drink a can of pop after not having one in years.

Even if Apple wanted to change their behavior, I’m not sure they even know how to. Just look at how they’ve responded to all the regulations that have been thrown their way.

When they’re told they must allow apps to link to external payment sources, they require you to pay a 5% “Initial Acquisition Fee”.

When they’re told they need to allow for alternative app stores on their platform, they respond with instituting a Core Technology Fee so developers can “utilize the capabilities that we have introduced, including the ability to direct app users to the web to complete purchases at a very competitive rate”.²

Even with a market cap of 3.44 trillion dollars, they still feel the need to charge exceptionally high fees for access to their platforms.³

I guess maybe this is inevitable? Call it enshittification, call it the natural order of things, but I can’t help feeling like we’ve reached peak Apple fandom.

Heh, I suppose this whole blog post could be summarized by this excellent Adam Mastroianni quote:

Notice that, while lots of people are happy to tell you about Golden Ages, nobody ever seems to think one is happening right now. Maybe that’s because the only place a Golden Age can ever happen is in our memory.