As a person who covers the technologyindustry and understands the nature of hatred against some tech companies, Ioften find it interesting that many people despise Microsoft.

Such anti-Microsoft tendancies are found most commonly in the US and Europe,where Microsoft haters tend to express their distaste in the following topics:security, the Blue Screen of Death; a belief that Microsoft is a monopoly; andthe ever-popular hatred of Bill Gates.

Hate Microsoft, love Apple

On the other hand, the people who expressthat hatred tend to love Steve Jobs; own Apple products; and tout operatingsystems like Mac OS X and Linux as the saviors of this generation.

But perhaps what interests me the most isthat the majority of these people were echoing similar sentiments about Microsoftjust a decade ago.

If we take a look back in time, Microsoftwasn't nearly the hated corporation that it is today until the release ofWindows 98. Prior to that period, manypeople thought of Microsoft as this infallible figure that produced outstandingproducts for the average consumer.

While most of those people were correct back then, the tide slowly shifted as anew "coolness" factor started to permeate our everyday culture.

The cult of "cool"

The days of complacency with Microsoftproducts gave way to days of looking "cooler" than our friends and havingproducts that set a trend. And, as the iMac, iPhone, and especially the iPod have shown, Apple has filled thatvoid.

And while we all seem happy aboutit right now, will this love affair with Apple last forever? Not a chance.

Historically speaking, most successful (andsubsequently hated) companies follow a predictable path: their products become successful and people take notice. Next,the company creates a follow-up that eclipses the previous version and anew love affair is ignited. From there,the product enters a maturing stage and the company begins to expand out of itscore market. Once a perceived saturation point isreached, any company that dominates a market is universally despised.

We've seen it happen with Microsoft. We're just starting to see it with Google. So for Apple, the writing is arguably already on thewall.

Anticipating the Apple backlash

During the nineties, many peoplethought that Apple was on its last legs. With slumping sales and poor products, the company looked like it wasdestined for liquidation. But with thehelp of a device called the iPod, Apple slowly became "cool" again.

Capitalizing on the iPod like any goodcompany would, Apple watched as computer sales rose to unprecedented levels anddecided it was time to expand its footprint. So, with the release of products like the Apple TV, iPhone and others,the company has solidified itself as a multi-faceted enterprise.

If you need any more evidence, consider thefact that Apple removed the "Computer" from its title to not appear as a"one-trick pony."

Now that it has expanded its footprint,Apple will enjoy the benefits of popularity for the next five years. After that, people will get tired of thefamiliar logo and find reasons to hate it just as they hate Microsofttoday. Maybe it's the new iPods launched this week or issueswith the iPhone. But rest assured that something will come up to make Apple one of themost hated companies in the world.

In this business, growth is a benefit of awell-run enterprise. But with ubiquitycomes responsibility: the responsibility to know and accept that the people wholove you today, will hate you tomorrow.