I was thinking the same at first, then I realized: if Microsoft had created a secure OS, that worked quite well all the time, that did what people wanted, and that didn't NEED 3rd party anti-virus software just to be secure, then I wouldn't mind buying all my Windows software through the Windows app store for $1-$20 with 30% going to Microsoft. But they didn't, they had a crap platform and we had to rely on sketchy shareware apps from virus-laden uncertified 3rd party websites, and the anti-virus software became indistinguishable from the ransom-ware it was supposed to prevent, and the platform was so hard to develop for that most commercial software cost $50-$500, so it got pirated, and on and on.

Instead, Apple invented a new computing platform and a new model to pay for it, it just worked, people were willing to pay for that, and we liked it.