Amazon not only uses DRM but it uses a non-standard ebook format and its hardware does not support vanilla ePub (out of the box, you can download third party viewers to the Fire devices).
To go back to a comparison to Apple: iPods do play WAV and MP3 out of the box, and so does iTunes. The only non-standard media format Apple pushed (Apple lossless) it has mad free and open. Apple's book reader supports ePub out of the box. (Apple does push its own enhancements to ePub for interactive textbooks, but it has done these in the "correct" way.)