For example Apple’s user-centric philosophy and dedication to simplicity, aesthetics, and seamless user experiences make their UI/UX highly appealing to mainstream consumers. The intuitive interactions and uniformity across apps also promote ease of use. Apple’s design process focuses on the user’s needs and wants. Their minimalist visual style provides a clean look. Consistent UI results in familiarity for users across products.

For a new user its very confusing (doesnt have to be) so you end up getting more support calls.