GST was paid for all physical goods shipped, and recently it's been added to digital goods. Apple doesn't pay that though, the consumer does.
Why should individuals pay the tax? This suppresses demand
In New Zealand, GST (15%) is paid by consumers on all purchases, from groceries to phone sales.
Because they want to live in a functioning society.
To clarify individuals don't directly pay the tax. All sales of goods and services have 15% tax added. It's collected by the companies and remitted to the government.
Since all prices have the 15% added most people don't pay attention to it.