As someone who is deep inside the Apple ecosystem after making enough to afford the devices, it’s because they make it pleasant to use. Before my first MBP, I had a Dell Inspiron which has good specs, but it was heavy, the plastic was flimsy and the screen was not good. The trackpad was abysimal. In my last work position, I got a Dell XPS and it was the same, so in the span of 8 years, nothing changes to show that they care for me as a user.

Most people don’t want to think about how to do something or care about optimizing it when they can get it done and not think further about it. But companies seems to want to put a lot of barriers into what I want to get done, like popups, complicated screens, ugly interfaces. For the majority of user workflows, Apple offers a simple, unobstrusive way to do them. Starlink routers are almost the same in that regard (the mobile app could use some work, and perhaps add a desktop interface)

My advice (as a user) is for to simplify the usual workflow to the point you only ask the few (0,1-3) indispensable questions, and then get out of the way. Further options can be buried inside Preferences and Settings. And then you perfect the apperance, ease of use, and general enjoyment of using the application/device.