The only thing that has doubled down here is the marketing of the fact they are contributing to open source. They have both been large users and contributors to open source since the switch to OS X (NeXT acquisition).
Just off the top of my head, projects they have had a large hand in: WebKit & JavaScriptCore, Objective-C, CUPS, LLVM, Clang, Bonjour/Zeroconf, Darwin, launchd, libdispatch, CoreFoundation, dtrace.
And more recently Apple Lossless Encoder, LZFSE compression, and of course Swift.
And this is only a tiny fraction of what they are users of.
Just off the top of my head, projects they have had a large hand in: WebKit & JavaScriptCore, Objective-C, CUPS, LLVM, Clang, Bonjour/Zeroconf, Darwin, launchd, libdispatch, CoreFoundation, dtrace.
And more recently Apple Lossless Encoder, LZFSE compression, and of course Swift.
And this is only a tiny fraction of what they are users of.