Back in 2010 and 2011, I took up Apple products as one of my hobbies. The iPad had just come out, the iPhones were constantly changing iterations, and there seemed to be a huge range of possibilities. iCloud sprang up out of nowhere, Microsoft Office shrunk in scope, and the entire Apple and computer model shifted from being device-based to cloud-centric. But as I look around now...I'm not really excited about Apple products anymore. I don't mean to say I don't like them...but I think Apple has reached the point where they're doing everything pretty well. There's no major gaps to fill, no flaws to address, and all their products seem to be incremental upgrades. My laptop has been running smoothly for over three years now, my watch doesn't miss a second, and while I get a new phone every year, I haven't seen and huge change in functionality since the iPhone 5 came out. As a result, Apple isn't really my hobby anymore...it's just stuff.
But this isn't a bad thing. Technology enthusiasts are always talking about how technology is a tool, how it should fade to the background, and how it should be invisible...but then they spend all their time talking about computers. I think I (and Apple) have finally reached that place where it's not what we think about anymore. While I buy Apple products, I'm no more an "Apple fan" than I am a Kenmore fan, or Kellog's fan, or Dodge fan. It's just a thing, and it just works.