You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Apple's Critics Focus on Wrong Kind of 'Cool' The Company Long Ago Lost Its Underdog Cred. But as a Dominating Force in Mobile Space, Loyalty Is More Important Than Ever By Matthew Creamer, Published on February 05, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.