Same as Microsoft, really: first they were one of the plucky little companies* “sticking it” to the likes of Big Blue and AT&T, then they themselves fell victim to their own success and became embodied in Gates Of Borg on Slashdot, then they missed the boat on Mobile and failed to Embrace, Extend, Extinguish the Internet and ended up on the downward stroke, so now they’re cool again... while the Googles and Apples that opposed them and grew ascendant in their various ways are now the Great Evils that draw our ire.

My guess for the next great Satan? One of the notable, useful, quirky little “meta”/“web-glue” outfits such as IFTTT or somebody like that. Or a Fintech. Or some other company that somehow insinuates itself into our daily lives, holding our rickety digital lifestyles together, and eventually becomes as indispensable as mortar is to a brick building.

*Other notable examples being, in no specific order: Intel, DEC, Symbolics, Commodore, and yes, Apple.