Apple's mantra is to make one really easy way to do things they think people want to do and at first, that does draw people in, but as they start to get comfortable and try to push the boundaries, they realize they can't.
That is 100% wrong, and a complete misunderstanding of what Apple does - even in fact why Apple products are popular.
Apple optimizes for the easy case, yes. But to make something REALLY easy requires a ton of complexity underneath, which they expose to those interested or technically inclined.
Even iOS, the supposedly closed system, Apple does nothing to stop jailbreaking - they even hire jailbreakers. They now that having a contingent of highly technical users that want to work without boundaries is a good thing, so Apple does nothing to stop them - and unlike many other companies Apple stuff is written in such a way that it's easy for technical people to make great use of it once you are "inside the system" as it were.
Who got tens of millions of advanced UNIX systems in people's homes? It wasn't Linux. It was Apple.