I can't see how anyone could call Apple arrogant if they had ever watched one of Jobs' presentations, instead of just reading about it.
Unlike virtually any large company I have ever seen, the PR guy is also the guy who knows what he's talking about. Is he proud of their products? Yes, he is. Very proud.
But arrogant? I don't think so.
In his presentation today, he gave specific, detailed, numeric facts (including a straightforward admission of a slightly increased call drop rate), that literally no other company in the world would have done. Take 34 minutes and watch it for yourself.
http://www.apple.com/apple-events/july-2010/
Apple works more on making customers happy than any other computer company. Period, the end. Look at the recent data below.
Their computer market share is not huge (yet), but it keeps going up. Every quarter. Every year. And if you look at their share with college students, it is much bigger. And those students are going to grow up and want Macs. (Note here: I am not a Mac user, I have a PC running XP!)
I would agree that the military is probably not going to use many Apple products. But most of us are not in the military. And most of us just want great products that are easy to use and make us happy.
I assure you, I didn't choose my $300 iPhone instead of a free Verizon phone to impress anyone.
(And I still do not see how you can call Apple a "closed system" when they have hundreds of thousands of applications developed by independent companies!)