Apple is not a friend and never was. They're just creating an illusion of a relationship because that is what the market seems to want and so that is how they make money.
Thinking a company can be a friend is no less wrong than thinking a prostitute (as in: someone you actively pay for sex) can be your romantic partner. You're paying for a fake relationship and both parties should be conscious of that. If you think it's real, feelings will get hurt -- or worse (just ask a sex worker about creepy patrons who mistake them for friends just because they paid for sex).
EDIT: Actually it's worse. At least prostitutes actually are real people (well duh) and have a real identity outside their job allowing them to have an actual relationship with someone. Corporations don't even have that.
Thinking a company can be a friend is no less wrong than thinking a prostitute (as in: someone you actively pay for sex) can be your romantic partner. You're paying for a fake relationship and both parties should be conscious of that. If you think it's real, feelings will get hurt -- or worse (just ask a sex worker about creepy patrons who mistake them for friends just because they paid for sex).
EDIT: Actually it's worse. At least prostitutes actually are real people (well duh) and have a real identity outside their job allowing them to have an actual relationship with someone. Corporations don't even have that.