Apple: a brand I’ve grown to love/hate

By Megan Purves on 09 June 2025

Hate is a strong word, and I don’t use it lightly. Yet, over the years, my admiration for Apple has steadily eroded, replaced by disillusionment and disappointment.

As I sit here typing on the space grey keyboard that came with my iMac Pro that gave up on me last month – I can’t help but reflect on how it got to this point.

For years, Apple was the gold standard for creatives. If you worked in the graphic design industry, a Mac wasn’t just a tool – it was the tool. A powerful and integral part of our creative workflows, it felt like Apple understood its users. But over time, the Apple brand and the customer service that was once a cornerstone of the brand I loved have turned their back and sacrificed customer care for financial gain.

From eye-watering repair costs to greenwashing and an ever-shortening product lifespan, Apple’s commitment to innovation now seems secondary to its thirst for profit. As a designer who’s relied on their products for years, I can’t help but ask, when did Apple lose its way?

My experience with Apple products and the accompanying customer care has shifted from adoration to loathing. Over the last decade, I have heavily invested in Apple’s ecosystem for both my business and daily life. Yet, time and again, I’ve encountered unexpected failures and costly setbacks. An iPhone only a couple of years old, suddenly had a non-functional microphone. Despite not being a “known fault”, it couldn’t be repaired, meaning I’d “just had to buy a new one”. My iPad lasted less than 18 months before it died, with repairs costing more than a replacement. And my iMac Pro? After just six years, fixing it would set me back over £1,300.

The expectation was that Apple products were built to last, but now it feels like they’re designed to become obsolete. With its recycling scheme outsourced to third parties, Apple seems more focused on appearing eco-friendly than on taking responsibility for its environmental impact. Apple loves to tout its green initiatives, but many argue that its efforts don’t always match its marketing. As some critics put it,

“Apple’s sustainability efforts reflect a mix of greenwashing and greenwishing.”

Marley’s Monsters.

While Apple has made progress in areas like renewable energy, its frequent product updates, high repair costs, and reliance on third-party recycling services raise concerns about whether it is truly prioritising sustainability or just maintaining an eco-friendly image.

Apple’s shift toward a subscription-driven model is another sign of its evolving priorities. Owning a device outright no longer means you’re done paying, users are now nudged into additional costs for iCloud storage, Apple Music, app subscriptions, and software features that were once included. What starts as a premium hardware purchase quickly turns into an ongoing financial commitment.

For decades, Apple has been the go-to brand for designers, filmmakers, and creatives of all kinds. Thanks to its intuitive design, powerful software, and seamless user experience, the Mac became a staple in studios, agencies, and classrooms. However, with the growing trend toward a planned short-shelf life and rising costs, many are starting to question whether Apple will continue to be the top choice for creatives.

As more affordable and powerful alternatives emerge, such as high-performance PCs from brands like Microsoft, Dell, Acer and Lenovo, to design-focused tablets from Samsung, Huawei and LG, the industry may be on the cusp of a shift. If Apple continues to put customer care second behind making a profit, it may find that the industry it became an integral tool for is no longer willing to put it first.