Apple products have never been "free" or "cheap" even in the early days of the Macintosh.

I notice that people who generally knock Apple have never owned or used any of their products.

They (computers) are 'idiot' proof and incredibly reliable and wonderful! Can you tell I'm a fan?! 

AFAIK, Tim Cook is still the CEO.

The ex Burberry CEO has been brought in to market the retail side of the Apple business.