> claimed to be a quality boutique shop

Have they made that claim anytime in the last few decades?

Perhaps that's the vibe behind their marketing, but you'd have to be blind to their size, sales, and market value to believe it.

> Have they made that claim anytime in the last few decades?

I'm not sure that Apple themselves ever really did.

So it becomes even more important when people stop associating Apple's software with quality when it was people who started to associate it as such in the first place.