Apple CEO Tim Cook, speaks at an event to announce new products and updates to Apple TV at Apple headquarters Monday, March 21, 2016, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Apple spent much of the 2000s riding high on a wave of cool. Whether it was MP3 players, smartphones, tablets or laptops, Apple was the brand that everyone wanted, and anything else seemed like the “sensible” (read: uncool) pair of sneakers your parents forced you wear in sixth grade. (Growing up in New York in the '70s, we used to call them “skips.”)

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