> without losing its values

I would disagree here. Apple actually did lose their values, or they are in the process of doing so.

Ads in App Store results, Ads in Maps (coming soon!), constant upsells and pushes of subscriptions and services, forced upgrade of Numbers/Pages/Keynote with annoying nags that can't be turned off, things are getting worse.

Also, when the word "values" is mentioned, one cannot forget about Tim Cook's donations to Trump and his overall support of Trump and cozying up to him.