One file system to rule them all...
APFS is expected to do some things that ZFS can not, ZFS does some things that APFS can not or will not. I would not describe ZFS as dead for consumers.
There's a very long list of file systems that have been used over the decades, the vast majority of which have been proprietary. Whether it's political/NIH/licensing cost, or whether it's a matter of delivering a file system tailored to the hardware/software environment it's intended to serve... Apple hardly deviated from longstanding, industry-wide practices by rolling its own.
ZFS was never "alive" for consumers, presuming you define consumers as PC/mobile device end-users. It came tantalizingly close to becoming such, for a little while. It probably made more sense for Apple to pursue it back when they were in the server business, but that ship has also sailed.
I guess ZFS keeps coming up in discussions here because of that brief flirtation with Apple. However, the question could just as easily be, "Why not Btrfs?" It seems to share many of ZFS' attributes. But in the end, I don't think either ZFS or Btrfs do everything that APFS will do (just as APFS may not do everything those do). Why license something you may need to modify/extend, why carry code for capabilities you don't want/need to support? That's fundamental to the concept of product differentiation.