> I'm always astonished that some (random) people feel more confident on their brand analysis than the best people at this specific topic paid thousands of dollars at Apple to do just that. Or maybe I'm the one who is wrong

I'm afraid you are wrong.

I'm also astonished that Google has allowed search to detoriate to a point where competition actually has a chance.

I'm astonished that Microsoft cheapest their brand by serving me ads on my Windows with Professional license.

and probably a few other things.