It's time these big companies started behaving properly. Apple act just like any other huge multi-national corporation who consider that profit comes before everything else. There is no need to blame 'the market' or shareholder pressure, it's inhuman policy choices that do this.
They need to understand that their loyal customers, that's us, don't like this sort of behaviour. We know that it would only take a tiny reduction in Apple's profits to ensure that this doesn't happen. To ensure that the people working in the sweat shops who make our iPhones are paid properly and enjoy reasonable working conditions. They are eroding the good will that their products have built up over the years, but will they listen or have they just become too big?
Think different indeed.