The Apple was programmable because it was made by hackers for hackers. There were a few firms that would do software consulting for corporations and institutions, but the notion of consumer software barely existed.
Apple didn't mind it if a few people wrote third-party software and sold it. But I think in the beginning they expected to provide all the important software themselves, just like every computer manufacturer of the era.
Hm, I wonder if pg's concept of Languages For Smart People applies. Is it possible that kids just don't like kids' languages, like Logo and so on? I have to say that I certainly didn't, although I was exposed to it much later than Alan Kay would have preferred.
Don't forget Ted Nelson, whose book (which I bought YAY :D) Computer Lib/Dream Machines features the slogan, "You can and must understand computers now!"
i don't get what people are talking about. maybe that's because i'm not a video game or linux nerd. i don't like c or assembler or l33t h4x0ring. i mean, i'm not very good at it. but in the past 2 years i've learned how easy it is to program and make things. wow--i can make a twitter app. wow--i can make a robot. wow--i can make a real website. there are so many opportunities that weren't available before, especially in the realm of tutorials and thoughtful introductions.
BASIC on TI calculators is very popular among kids because they can figure out how to write a program during their math class. You don't need much reference to write a text-based game or a program to help you cheat on a geometry quiz.
api's allow people to do cool things. they're libraries. kids would find programming on a calculator much more tiresome if they had to write the multiplication method first.
i guess tinkering with a calculator is fun, but that seems kind of old school, and also pretty narrow (in my day the kids with the fancy expensive calculators were the ones taking APs and headed towards private colleges).
writing a 10 line python script that does something with twitter or other social networks--tons more fun than math.