1) this is from the perspective of the employee. Since Apple does what everyone does, they add 21% to the purchase price, therefore the employee buying the final product does bear this cost.

2) what you're saying might be true, but it shouldn't. And it certainly isn't true for non-multinational businesses. They (should) pay 21% on their (revenue - COGS). Of course Apple fakes this (like FB, GOOG, XOM, ...) by including "intellectual property from Apple Bahamas" as a resource all their products are "made from", and it "somehow" eats up all of the profit they would normally have to pay VAT on. But this is tax avoidance/abuse, and not the normal case. Frankly, this should be illegal, but that's impossible due to international treaties.

So perhaps you could say that since Apple is a big multinational it is a bad example as that makes it much more complex. But it doesn't change how taxes work for everyday purchases.

Make it "a locally made can of beer" and none of this applies at all.