You must not remember the steaming pile of shit that system 8 & 9 was. Their focus on the education market was to get a generation used to using their products and they would stay in the Apple ecosystem after school. Their investment in education was mostly a smokescreen. They’ve also been bullying since the iPhone 4 right after they started having success in the mobile market. Remember when they said you’re holding the phone wrong?
Anyone in the industry during that time knew Steve Jobs was an asshole during his first stint at Apple and even more so when he came back from NeXT. He laid the foundation for this behavior then built an empire. The culture doesn’t seem to have changed much.