Marketing is not limited to persuading customers to purchase product. It also applies to persuading third-party developers that working as if they were an employee without benefits, or an contractor without a contract, makes good business sense. It works because Apple is rich and shiny enough to provoke greed, overcoming rational thought.
Since 1977 Apple has led technically proficient but socially naive developers to produce third party products, software accessories, services, you name it. Virtually without exception, if that product or service became profitable enough, Apple co-opted it shutting the developer out in the cold.
The only way to thwart this is to learn enough--while developing for Apple through NDA revealed facts--about every part of Apple's business that you can create your own start-up or expand your business with a true partner of capital or leadership. Without of course violating the NDA, or at least arguably not until your net worth is a few billion so as to be a major opponent in an intellectual property lawsuit. Thus Adobe survived although it was a developer of postscript for the Apple LaserWriter, or Microsoft although it was a developer for Office, Apple Basic, etc.
Think about it. The very fact that Apple's business model is being discussed here on Slashdot, rather some technical innovation like booting over the cloud or an Ive's brain fart, it a sign that Apple has captured mindshare of people who can be victimized by it.