Apple today stands against everything they stood for in the 1970s, 1980s, and 1990s. For that matter, even some of the 2000s.
Apple today stands for being a good little consumer of your content from the iTunes store, and don't question anything.
Apple in the early 2000s... see the 1990s.
Apple in the 1990s stood for making your own content, and questioning the status quo (of only big companies making media.) It was what creative types used.
Apple in the 1980s, as much as I don't like the various attempts to kill the Apple II line, and dislike the Mac, stood for innovation, and trying new things, and questioning the status quo (of computers being hard to use.)
Apple in the 1970s stood for making your own programs and hardware, and questioning the status quo (of computers being for big business, being very expensive, and something multiple people shared, you couldn't have your own.) You could even buy a kit Apple ][ when it launched - that is, a bare PCB, and a bag-o'-parts to solder in yourself. And, Apple IIs had prototyping areas on the motherboard for quite a long time.
Note the common thread through the 70s, 80s, 90s, and early 2000s. Even if their hardware sucked, even if their OSes sucked, even if they were closed systems, they still let you do STUFF, rather than consume stuff, and even promoted that. (Although, I dislike the original Macs for the same reason I dislike the iPhone and iPad today - closed systems.) Note the difference today.