I don’t say it for those reasons at all.
Jason Fried

Definitely, Apple is an amazing company. I mean, just look at what it has accomplished. I just think that they have been such a tech-/creative- person darling for so long, that people will try to soften any blows to it by preceding it with praise and other qualifiers.

I’m not saying that they are doing it for sinister or even fanboyish reasons. It’s just something that I have noticed. When you love something for so long, it’s normal to feel protective of it, even after it has grown up.