Apple is a company that is known for its rabid, fiercely loyal customers. When it comes to computers and consumer electronics, they tend to buy nothing else.

They are extremely vocal, and will not hesitate to tell anyone how much they love their products, and why you too should own them.

iPhone 6 CPU clock performance before a battery swap.


On the multiple occasions over the years where Apple has done something to attract negative attention from the press, their fanbase is always ready to defend. Woe is the opinion editorial writer who either calls the company on its Reality Distortion Field (RDF) or criticizes the company about anything, even constructively.

Also: After iPhone slow-downs, Apple offers battery replacements – but it’ll cost you

This is the quid pro quo for writing about technology. You mess with Apple, prepare for hate mail and having your character assassinated in blog comments. It’s a dirty job but someone has to do it.

But I do completely understand unwavering loyalty to a brand. Big time. And companies can feel invincible and get particularly arrogant when they know their fans will accept just about anything they do and even defend their choices when everyone else is calling foul.

There are limits, however, to what a brand can pull off in terms of maintaining loyalty –particularly when it comes to the loss of trust and flat out fraud.

When you are a party to fraud as a self-appointed brand ambassador it hurts big. It goes way beyond…