To be fair, Apple has moved towards the mass market. When you're mass market, and you're the industry leader in certain segments (say, phones) it becomes harder

To be fair, Apple has moved towards the mass market. When you're mass market, and you're the industry leader in certain segments (say, phones) it becomes harder and harder to seem 'cool', or 'outsiderish' - especially since cool is related to how much of an outsider you're perceived to be.