But it is too easy to hate, or not to admire, if you dislike some part of the story.
So, yes, there are parts of Apple I would buy - their shares. And I have always admired Steve Jobs as one of the most enterprising entrepreneurs in the computer industry.
Today he has retired as the CEO of Apple, although he has intimated he'd accept the post of chairman if offered it - something the new CEO would be foolish, in my opinion, to ignore.
To give you an insight into Steve Jobs, here he is, giving a passing out parade of university students at Stamford University, a hint for their future lives by telling three simple stories.
But before I show the video, let me say how important it is not to hate, and not to allow your prejudices to prevent you from isolating the good from what you might consider the bad from something. For example, if - like me - you think Apple products are ridiculously overpriced, don't let that stop you from admiring the product or the founder. If you do, you may miss something which might, in the end, be valuable to you.