The core issue is that Linux wasn't designed around regular consumers but rather around pros/techies
This is why Android or even ChromeOS were able to penetrate consumer markets far more while being based on the same Linux kernel
Google prioritized easy, intuitive UI that any person can pick up easily without any prior knowledge
no terminal commands, no need to understand file-systems, no config-changes, no debugging errors
Apple has proved this is as crucial as the quality of the kernel/OS itself