I mean... it hasn't been their model from the start; the Apple II was wildly successful in part because it was so open, and Macs never had a walled garden (though the situation there does seem to have gotten somewhat worse over time).

When the Mac was introduced, there were two loud groups of people:

Those complaining bitterly that Apple had ruined the product by eliminating expansion cards, and holding the case shut with a special screw that needed an "only available from Apple" screwdriver.

And those who gladly bought the first computer that didn't need users to open up the case and mess around with expansion cards and dip switches and so on.

And so it goes.

Keeping that case shut almost bankrupted them in the long run, though. They survived only thanks to money from the open-case people.