ZDNET has put up an interesting article about the comparisons of 'Big Blue' (IBM) in 1983 with Apple in 2010.
Jobs says things in his speech like "IBM want's it all", people fearing "an IBM dominated and controlled future" and Apple being "the only force that can ensure their future freedom"
Add this to the famous images in Ridley Scott's Macintosh ad of the athlete (in need of a sports bra) smashing the depiction of big brother mid speech, a speech that when you read it seems all to familiar to Apples current ideals:
"Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths.It is quite easy to see that Apples vision in 1983 of freeing people from uniformity, encouraging diversity and creativity is in stark contrast to their current Draconian App store rules and recent flirtations with controlling what content they let you see.
Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!"
It seems that Apple wasn't against the idea of 'Big Brother' so much as ensuring they became 'Big Brother'