>They’re a luxury goods brand,

Or maybe they aren't. They make great devices. I use them. I don't think of them as a luxury though.

Even if they’re not:

> They make great devices

They make great hardware. They used to make great devices - but a great device needs the whole user experience to be great. Ad-ridden UI does not make for a great device. Doesn’t matter if it’s first or 3rd party ads.

It’s a great shame. Apple used to be the design standard to aspire to. Now it seems to have embraced enshitification. All because the market needs that share price to keep growing. And lacking leadership good enough to find another way.