I believe the term is "parasocial relationship".

I found this article quite weird. It would be one thing if it were (yet another) "Company X has lost its way..." kind of article. But this post seemed more along the lines of "Apple built these things that I don't care about."

Umm, so??? Obviously some people do, and this article struck me as someone complaining that Apple isn't building exactly what he wants. Furthermore, his analysis seems way off base to me: "Relying on legacy and unquestioning fanpeople, for whom everything Apple does is good and awesome and there’s nothing wrong with it, can only go so far." Apple stopped relying on "legacy and unquestioning fan people" a long time ago, ever since they basically became "the iPhone company" to a majority of their userbase.

No, it's not a parasocial relationship. Those are one-sided and usually a passive consumer of media believing they have a real relationship with those who appear within said media.

If you are a customer you most assuredly have an actual relationship with the company. Your options when dissatisfied with that relationship is to end it, send your complaints to the company, or decide the dissatisfaction is overcome by the value you receive.