Quote from the article: By controlling the software that can be loaded and the hardware that can be attached, Apple's device will be simpler, easier to use and more reliable than a PC
This smells like the dreaded "Trusted Computing" with its hardware engraved DRM.
Until people are free to install whatever apps they want to install & use any operating system of their choice; Apple or any company that controls what software can be installed isn't going to derive much success from their computers.