Yet millions of people continue to happily give them money without being forced to, unlike say Microsoft or Google that you just cannot avoid even if you don't own any of their products.
I was a Windows/PC user for most of my life before I switched to Macs and in my experience Apple has been consistently more consumer-friendly than Microsoft or Google.
In fact my first foray into the Apple ecosystem was an iPad that I bought as a gift for someone, and fell in love with it so much I wanted to develop for iOS and bought my very first Mac for that. So far nothing has made me consider switching to Microsoft or Google.
The only thing I hate about Apple is their poor documentation and lack of official support on their own forums.