Like most companies, Apple has been ethical when it suited their interests. There's always been a slimy side there -
Jobs cheated Woz before Apple even existed.
No, What Apple lost was taste.
They used to profit from producing products they'd want to use. Now they make profit-maximizing devices.
I'd argue that the OSes are starting to suffer, too. I mean, bugs are up again, but that's always been cyclic. But I feel like they're losing coherence, too. And a lot of subsystems more technical users like are rotting or being made much more difficult to work with (Gatekeeper and shell scripts, for instance). (I also find it ugly now, but that's subjective and it has has ugly iterations before, too.)
Anyway, yeah, Apple will make a ton of money for a long time to come. But I'm pretty sure it is losing its sense of taste. It might make the most popular and most profitable phone, but they aren't trying to make the phone people want anymore.