As someone who is a big fan of "don't make me think" (just bought the third edition a few days ago, actually) I can attest that there are things that apple has done/designed that make me think or pause. I Don't think it's core to their philosophy - perhaps it is a part of it, but not front and center. I get snagged on too many things for that to be the case; and it's become noticeable in the past few years to the point of hindrance for me in some cases.

Their keyboards and mice particularly showcase this: they look pretty and sleek, but try using them all day, and then try using a regular keyboard and mouse. They weren't thinking about the human who has to use it, they were thinking of appeal and looks.

You're not wrong about the approachability of IOS; that's no accident, and required a good deal of thought and attention. But I think whenever there is a tie, and they can either improve the aesthetics or improve the usability, they lean towards the former, because it's sexier and will sell.