They find segments for which the existing solution is complex and kludgy, and make it simple and unified.
In doing so, they bring it to the mainstream.
There is nothing elitist in this approach. Quite the opposite.
Most would concur that after Apple, access to computers, music, and mobile computing was more broadly accessible, not less.
For every door they close in the open vs. closed debate, they open ten others. Most would concur that both the mobile web is better for the platform that Apple created, and the native app ecosystem is richer for it.
Haters are gonna hate, and it's in our nature to tire of winners winning all of the time.
But let's not confuse the essential truth of what Apple has built and continues to build.
We need more companies like Apple, not less, and we should celebrate their success, not pillory it.