There were days where Apple was a little less serious in their business. In the days of the 2nd Generation iPod, Apple noted that the device had 20 minutes of skip protection! Unheard of before 2002! But the subtlety of the "(yes, minutes)" it just something that Apple wouldn't do these days.
Yes, they still innovate, yes they still design beautiful products, but Apple Inc is not the same as Apple Computer.