It's neither cowardice nor incompetence, it's a different business model. Apple isn't about being everywhere doing everything. They enter a pre-existing, developed market (e.g.: personal computers, portable music players, personal digital assistants, cell phones, watches) and deliver an evolved, aesthetically superior (to some people) experience (often at a premium price). The Mac, iPod, iPhone, iPad and Apple Watch all follow this playbook.This is something I never really could understand, maybe Steve had a stroke or a serious mental health moment, but if you want to go thermonuclear war, then you allow your product on every device known, phones, tablets, desktops/laptops/servers/thumb drives, dvd drives, it runs GPS units, in car radio.. You flood to the point of drown any competitor, not build a wall a google number of bricks tall.. That is cowardice and pathetic...It gifts a win to Android...
To further enhance cowardice and incompetence, you then build 3 operating systems..
They then leverage their offerings into what's variously been called an 'ecosystem' or 'walled garden,' giving them substantial control over what happens, bringing in serious profits and limiting the permutations they have to deal with. Even when they do this well, they run into hassles - the Music industry benefited from the iTunes model but griped about pricing restrictions limiting their flexibility to wring maximum profit out of customers, GM decided to exclude CarPlay from some vehicles so GM can bring in a 'walled garden' approach and get you into subscriptions, from what I understand.
Historically, a common benefit of the Mac platform was claimed to be less chance of incompatibility/glitchiness vs. Windows, and a Windows PC defender would counter that that was Windows had to deal with a huge, often unpredictable array of hardware configurations with a staggering variety of components and sources vs. what the Mac offers. But that misses the point. The end user doesn't care why one may be more stable than the other, only that it is.
It's also hard to compete with an 'everything, everywhere' mentality, if the competition can simply copy everything you do. IBM brought us PCs, but look around...how many desktop PCs are IBM-brand? IBM saw Windows as a transitional stage and wanted to migrate further to an OS called OS/2, IIRC, and Microsoft didn't want to let go of their Windows cash cow...so what runs on most PCs today? Windows is a household word, and OS/2 a historical footnote.
For practical purposes, Android IS iOS run the way you advocate. And it's got the benefits and drawbacks that go with that.
In the past, it's been noted Apple is a hardware company - they use their OS and online offerings/services to sell hardware. Letting their MacOS and iOS run on 3rd party hardware would be a very different business approach. If it were that superior, Android ought to have driven iOS into extinction by now, yet here we are.
Building 3 operating systems isn't cowardice or incompetence. Trying to shoe-horn the OS approach for one device onto another device with a different use style can make for problems. Remember when Microsoft got enamored of tiles, and decided it was too good to keep for Windows Phone, it needed to be on Windows, too? Yuck!
While I wish my iPad Pro could run Mac OS app.s, too (mainly because of the personal finance software I use), at the end of the day, I don't think the iPad needs to operate on Mac OS, or that my iMac needs touch screen capability.
Microsoft so heavily dominates the non-Mac PC market that it's practically synonymous with it, and given the post that started this thread and multiple posts throughout, yes, Apple does compete against Microsoft.Apple is not competing against M/soft, they don't need to, but are in the mobile phone space.. But not with tablets, as Android tablets are just dire.. Again, I just don't get the lack of a paid OS for tablets apart from ipads..
Apple's (apparently extremely profitable) business model for delivering products (with a large, loyal following despite all the complaints) is different than Microsoft's. Both are different from Google's or FaceBook's.
None of this is about a stroke, serious mental illness moment, cowardice or incompetence. Apple is an enormously profitable, prestigious company with hordes of customers. Their business model is neither perfect nor optimal for every scenario, but they are a household word.
P.S.: Decades ago, I had a couple of Mac clones from PowerComputing (yeah, not Hacintoshes!). I went back and forth between Macs and PCs; now I prefer the Mac. I intensely resent their RAM and SSD upgrade pricing, and restricting iPhone and iPad app assess to their own app. store is very controversial. I bought a Windows notebook for our kid because it made more sense for her use case.