As a customer, my buy-in is built on the trust that the majority of the time the company is going to make the right call. If they make the wrong call, they’ll

As a customer, my buy-in is built on the trust that the majority of the time the company is going to make the right call. If they make the wrong call, they’ll handle it. Or they won’t and you’ll get burned a little bit. When Apple makes an obvious error, like with the keyboard, or something external is holding back the quality of the product (recent pre-Apple silicon laptops) you do have to sort of pay attention and if possible steer around the problem. As an example I largely sidelined the weak 2018 MacBook Air and instead invested in maxing out a Mac Mini. That turned out really well for me. Sometimes, like with the butterfly keyboard, it feels like Apple does not take enough responsibility for screw ups and take greater measures to make customers whole. This happened recently for me with the iPhone 12 Magsafe Silicon case, which is a good product but flawed in the context of the iPhone upgrade program. In that way, I think Apple could and should be much more generous about returning value to its customers instead of to shareholders. If there were any existential threat to Apple, I’d say it’s the need to reward shareholders instead of customers.