Two of the best things I’ve read in response to the horrific “Crush” commercial Apple recently put out and half-heartedly apologized for: Mark Hurst and (especially) Mike Sacasas. I have to say that I’m finding it difficult to get over this: the ad has, I feel, given me a peek into the company’s soul, and what I see is a company that despises and mocks many of the things I most love. It’s scarcely more subtle than Mark Zuckerberg shouting “DOMINATION” to conclude Facebook meetings. 

Honestly, I just want to stop using Apple products altogether. But if I did, (a) that would complicate the lives of family and friends who rely on Apple; (b) since I never have managed to get on the Linux train, my practical alternatives would involve relying on companies (Google, Microsoft) that are ethically no better than Apple; and (c) I would be unable to support the work of independent Apple developers (Bare Bones, Panic, Omni, Rogue Amoeba, etc.) whose software has been enormously beneficial to me over the years. 

As I’ve thought about it, I’ve realized that that third consideration is a big one for me. David Smith (known to many as Underscore) is a longtime iOS developer who wrote recently about traveling to Cupertino for the upcoming WWDC — something he’s been doing for sixteen years. When he started attending the conference, he was excited about Apple, but now … not so much: 

It isn’t necessarily that Apple itself is the root of this community, but moreover (especially in those early days) they provided a focal point for like-minded developers and designers to coalesce around, which became this community. Apple aspires toward many of this community’s values, but as they have expanded their reach and scope, they feel more like the multi-trillion dollar company they in fact are. There are still countless folks within Apple who are absolutely my people, but over time, I’ve noticed that there is a growing separation between the corporation and the community.

I’ve heard a version of this sentiment from a number of Apple developers, bloggers, and power users: They used to love the things Apple made, they used to love what they could see of the company culture, but now they just enjoy the community of people who work on the same things they do. Apple has become almost incidental to that community — and indeed, it often seems that one of the strongest forces holding that community is a shared frustration with Apple’s indifference or even hostility to its developers, its increasingly problematic software, its bizarre neglect of some of its central products. For instance, no one has been a bigger booster, or more creative user, of the iPad than Federico Viticci, but just look at how frustrated he has become with iPadOS. 

Does Apple really want to create a community of developers and users bound to one another largely by anger at them? Probably not. But do they care to address anyone’s concerns? Certainly not. They think they’re invulnerable. Time will tell whether they’re right about that. But for the time being I will continue to use my Apple devices, in large part because I so admire the ongoing work of those developers whom Apple seems determined to discourage.