Really? I don't think that Apple has acted with such altruistic intentions. Certainly they're not just pumping out whatever they can to get more cash, but they're obviously working to make a profit.
If their number one priority was really to please the end-user, they'd be selling everything at cost, open-sourcing and giving away OS X for free, etc. People are generally greatly pleased when they can get cool stuff for cheap or free.
Apple wants to please their customers so much that Apple is deciding what apps their customers are allowed to use, because their customers are too stupid to correctly choose the application that works best for his/her needs. And if you attempt to circumvent this restriction, Apple will do everything in its power, technically and legally, to stop you from doing so.
Did Microsoft ever endeavor to do this? Personally, I find top-down control of the entire distribution channel more of a "platform lock-in" thing than encouraging the use of proprietary IE extensions.
It seems to me that Apple develops more to please Apple than to please end-users. The worship that Apple gets is so very silly, in my opinion.