Sure you had to pay that little bit extra, but it was worth it.

The issue, for me at least, was that while the latter continued to increase, the edge that Apple had began to dull. As Google's Android OS gained a foothold, improving with every update, and other manufacturers started producing cheaper, iPhone-challenging handsets, the compelling reasons for splashing out on Apple products began to wane. Fewer apps and games were released as iOS exclusives. So when my contract was up and it was time to retire my raggedy iPhone 6 - with its capricious charging socket, cracked screen and wheezing OS - I took the plunge and went for a Samsung Galaxy. I haven't looked back.

Is it because I think the Galaxy is a notably superior phone? No. But has any iPhone since compelled me to spend almost double the price on my monthly contract. Definitely not. Other niggles have kept me away; the removal of the headphone jack and fragility not compensated for with cutting edge technology. By the time Apple were asking $1700 for the iPhone X, that tired old cliche of only paying for the logo on the back started to have a ring of truth.

That has also seeped into my laptop buying habits. I was recently in the market for a capable, lightweight laptop for both work and the odd game of Football Manager and was naturally drawn to the MacBook. But again, it felt under-powered and under-featured for the price. I plumped for the Dell XPS, a pricey laptop in its own right, but one that justifies that tag every day.

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Why Apple is missing the mark for me feels like a loaded question, be it arrogance in its market position, a misjudgment or a manufacturing faux-pas.

I don't like to speculate. I harbour no ill will. I've definitely settled down with my new laptop, but I do miss the iPhone sometimes, with its smart operating system and inclination to send fewer pestering notifications.

And I still coo over the new models of friends who are still Apple devotees and are happy to pay the premium.

But I just can't commit to that any more. I still have an iPad that plays an important role in my life, so I hope we can still be mates. But barring a re-evaluation or second great Apple revolution, I fear the days of me being a one-tech kind of guy may have passed.