I should still make it clear that I really like Apple and their products. They do actually just work!

I've been increasingly of the opinion that Apple have turned their closed garden advantage into a lure. It's all very subtle but they've created a whole marketplace of users who, shorn from the education and personal responsibility of looking after their own devices have turned to Grandfather Apple.

This isn't quite the same as getting a mechanic to change puncture. They've used it as a marketing advantage to create a captive audience. People buy iPhones because they are good, reliable products. But through only offering dated hardware as the cheaper option they've made many question 'what is wrong' with cheaper Android handsets that might save them a lot of money making the iPhone 'reassuringly expensive'.

You don't become the richest company on the planet by playing by all the rules.