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Most power users maybe. Most consumer users don’t think about the fact they have to trust at all. And you can’t say you don’t want the security features and then say that it’s bad you have to turn them off if you don’t want them. The goalposts are Apple’s customers, my guesstimate is that 80% of those paying customers would rather be secured by the vendor they already trusted to produce the hardware, firmware, software, and infrastructure they use on a daily basis. Do you know of any market research about the level of security most users want?

No, most users would rather trust Apple. These are the people who drop their computer off at the Genius Bar for software problems. They never even think about rolling up their sleeves to fix a problem, never mind firing up the terminal.

You have to be realistic: you already trust them if you buy their hardware.