I get Tesla, it's a controversial company, but Apple?
Go in the rest of the world in a phone shop and check out what they have in display (Xiaomi, Huawei, Oppo, etc).
https://www.oberlo.com/statistics/smartphone-market-share
And this with none of those companies selling in the US (I imagine due to legal reasons such as tariffs or related).
They had a massive lead where a sub-Corolla quality build could sell for $60k+ because EV, and squandered it.