It didn't really start recently. The openness about it, sure. The constant effort in malicious compliance with open standards, new regulations, and consumer lock-in are derived from greed and are not new.

Apple have had some of the best technologist and designers, but for sure have had the best marketers. I doubt they'll manage to keep everyone on board on this new low, though.

I am happy I started quite a few years ago with moving away from Apple software (this is such an effort in itself because of the lock-in). I still have their devices, however, I am looking to replace them with alternatives when they need replacing.