I think most of those big tech companies, especially Microsoft and Apple, have been trading on their reputations for years, while going backwards. Everything Microsoft have done after Windows 7 is like an evil joke...
http://www.frot.co.nz/design/computing/windows-8/
I'm all apple but my mom complains about windows 10 all the time. It never works or resets. It's just not user friendly.
http://www.frot.co.nz/design/computing/windows-10/