Apple's lockdown of the iOS platform is exactly why people buy Apple products. The day iOS is dominated by Google and MS, is the day I stop buying it.
The Xbox is a locked down walled garden device with no complex administrative decisions and no malware problem.
It's a game playing appliance, and some people prefer that.
The Windows PC has the freedom to run anything you like, and with that freedom comes the freedom to shoot yourself in the foot.
Some people prefer that.
Consumers have the freedom to choose what they value.
Citation? My impression is people find Apple hardware better, and suffer through the OS.
FWIW my intro to computers was DOS and later Windows, and Linux was my daily driver for a little over a decade before I finally gave Macs a fair shot. My first three or so smartphones were Android, before I ever tried an iPhone.
I’m not arguing that you shouldn’t use more open portable devices. I contend that there are practical reasons why I greatly prefer them.
(But lock down my laptop to a degree that I can’t install and run software from wherever, and I’d fling it out the nearest window. The above applies to tablets and phones and that’s it.)