Apple did a great job of making tech simple and accessible to an audience composed primarily of novices. They did this by making their designs Pareto efficient,

Apple did a great job of making tech simple and accessible to an audience composed primarily of novices. They did this by making their designs Pareto efficient, and essentially decided what was best for the average user (you could say they dumbed things down). Now, however, I feel the majority demographic is more informed, more comfortable with complexity, and more confident in making their own decisions. They don't want Apple's restrictive decisions holding them back. Apple's oppression of their users' technical freedom may well be their downfall (a slightly obscure example: my Grandma, who was initially only able to use an iPhone, now prefers her similar sized Samsung, because it's easier to configure, holds more of her music and simply lets her do more for free. Also, it doesn't keep asking for her damn password every ten minutes!).