They make extremely frictionless ecosystems. Everyone on HN loves to tinker I would wager, but that is never going to be your average consumer. Apple knows that.
That is why Linux will never become mainstream, the friction of using it (from installing to daily driving it) is INSANE . No one can use it outside of a select few. Same with Android. Lots of idiosyncrasies when you start digging deeper. I wanted to use Samsung version of Airdrop today. It was a disaster trying to get a picture over to another device.
That’s where Apple shines. Get that and you might make a dent in Apples market share.