Yes, that's true, but we can also start being sincere about the fact that the whole story is BS. I've been recently assigned a mac by my university (never used one before) and I have to say that the ecosystem is at least unhealthy.
Maybe mac users don't really care, but having to install a third party software for common tasks like reverse scrolling, keeping the system from going to sleep, writing to NTFS, are symptoms, in my opinion, of a too much strong top down interaction between the os and the user. Same goes for the whole "OSX only on Apple hardware" story.
So no, Apple isn't shooting temselves in the foot, but surely they are disrespecting the end user. You can excuse that by saying that it is business, but I would reply that it is still true and by avoiding to talk about it we are implicitly doing Apple a favor by hiding the issues with what would otherwise be a great piece of software. We should say more often that these practices are bad for the consumer.