Well, this is hair-splitting, but I'll bite. A company can be considered (by me) a "good-guy" if:
1 - they do not want to steal from me (by using legal tactics to shut down competitors)
2 - they are not making my life difficult (by actively fighting standardization of protocols/formats)
Bonus points for improving life for everybody by releasing quality open source software (which Apple has done, in a limited way)
I have yet to be disappointed by Google. I am sure I will, sometime in the future, but not yet (lots of open source software, little legal activity - mostly retaliation - data liberation, open formats)
I have systematically been negatively affected by Microsoft (I am still waiting for a universally accepted document format, which Microsoft largely destroyed with their back-room tactics against ODF; I am also fed up that most laptops on the market are only offered with Windows tax - which I attribute to Microsoft abusing their OEM market power)
And Apple has tried to reduce my choice on the Smartphone market (it has failed); they are trying to destroy a truly open applications market on the web (by offering "Apps", same applies to Google, following suit); and they are largely responsible for the trend in locked-in content (iTunes, books, whatever)