As far as PR goes, Apple’s enjoyed a long lucky streak.  When I look at Apple I see just another multi-billion dollar company who’s prime objective is to add more dollars to the pile, something which Apple’s been very good at lately. 

Sure, Apple comes out with tech that has a high level of sex appeal, which in turn drives gadget lust and that in turn keeps the dollars flowing in, but it’s the dollars that matter.  Others see Apple in a very different light.  Some don’t see a corporation with billions of dollars, but instead see an underdog fighting against the oppressive regimes imposed on the poor, defenseless users of technology by other companies. 

To these people, Steve Jobs isn’t a CEO, but instead a freedom fighter, and a few times a year he and his band of guerrillas come out of hiding to take a stand against “the man” before sinking back into the shadows.

Last week, the LA Times had a story about SanDisk, which has carved out a profitable niche by making useful MP3 players that cost much less than Apple’s.

“Apple products are works of art,” said Daniel Schreiber, a SanDisk senior vice president and general manager of its audio and video business unit. “We’re looking to make devices that you don’t need to worship.”