the fact one of the richest companies in the world tries to sell itself as alternative / the underdog really sticks in my throat.
Well, up until around five years ago, that was very much the case. It’s only since the iPhone appeared that Apple have got any kind of real public awareness. If you honestly pay attention to advertising and let it annoy you that much, I suggest you get out more and get a life.
And what’s shitty about the software? I’ve only been using Macs since 1995, so I really know bugger-all about software, but when I have to use my computer at work, which is Windows something-or-other, I find it to be the crappiest, most unintuitive, user-unfriendly piece of shit going. Which also goes for Windows Phone. I watched someone try to find a photo on a Nokia Windows phone. It was actually embarrassing seeing this bloke struggle for several minutes just trying to find the app which had photos in, then he had to try to find the folder among several identical ones with the photo in.
That’s shitty software.
But that’s just the opinion of someone who actually used Macs for a living, when Apple were virtually unknown outside of the graphics/print community.