You might have forgotten this because the market has copied almost everything they’ve done, all of their aesthetic choices, etc — Apple creates products that are highly, highly opinionated. The Apple consumer isn’t buying access to a generic computing device, they are buying a point of view.
Sometimes that point of view is compatible with what you, personally, want. Sometimes it’s clearly obnoxious and Apple needs to change course. No matter what the case may be, however, it’s still a situation of a very specific point of view being sold to a consumer that has actively made a choice that this is, in fact, the point of view that suits their needs.
You’ve got to remember that the iPhone was an EXTREME case of this. The entire mobile industry thought the whole touch screen typing thing was never going to work at scale. I myself wasn’t completely convinced. Yet here we are. You can’t have the good without the bad.