So "people writing code" == "people who want a general purpose Mac"? And I didn't say Apple customers who buy/own Macs. Keep in mind that a lot of people get an iPhone or iPad first, then want to be more productive with a keyboard and larger screen, or just want to keep buying App Store-enabled Apple devices in general. These are not professional coders and are the overwhelming demographic that Apple is selling to.
Do you think they don't know who their customers are?
As opposed to a sandboxed device? Yes. Someone who wants the freedom to write code, install VMs, test browsers, compile C, you name it, no, they do _not_ want a little sandboxed device. The college student at Starbucks typing a term paper? sure.
You can do all of those things with OSX. This whole discussion doesn't make sense because you can do pretty much whatever you want outside of the app store ecosystem.
Do you think they don't know who their customers are?