I think they stopped hating it when they walked away from the openness of Apple II into the all-closed design of the original Macintosh.

Apple wanted to be a huge corporation, and they succeeded. They also wanted to be a sexy and adored big corp, and here their success is colossal, no IBM could compare.

Google used to compare, but they started to lose their luster in the eyes of the tech-savvy trendsetters some time around 2015. I suspect Apple is going to get a similar treatment some time in the future.