The free software approach seems to assume that what a computer should be and do has already been decided and they just need to make free versions of everything. Like there's a certain set of programs that defines a complete system and their goal is just to get from 60% or wherever they are now to 100%.
Apple, on the other hand, reinvents computing every 5 years or so (yes, that's hyperbolic). If a FOSS advocate had created the iPad, the most popular device in computing today would be FOSS. The most popular computers and electronics in the world aren't Apple products because Apple made an Apple version of everything. The most popular computers and electronics in the world are Apple products because Apple innovated.