What's really crazy is that apple had this obnoxious attitude that "they know what users really want", the users would disagree, they'd complain loudly, then they'd use the software and say "damn... Apple was right, this is better."

But... That was all before 2010. I can't think of a single software innovation the company has had since then. Apple used to deliver overpriced, outdated hardware and they only managed to sell it by packaging it with the slickest OS on the market. These days the situation is reversed, Apple is developing their own silicon, they have some of the fastest consumer chips around, and they need it, because their software is nothing to write home about and their prices are still high.