Re: This largely explains
It's all part of a marketing and branding strategy to try and transform a pedestrian commodity item into some kind of exclusive club. I suspect the idea, beyond making new buyers see it as fancier and thus more desirable, is to build brand loyalty in existing customers.
Of course that makes more sense for Nespresso, where it is a repeat purchase so they want to make sure you use their capsules rather than generic or refill ones or swap to a different maker, but it's not so strange for Apple either as they want you to keep buying the new models and new products - they want you to stay a 'Mac person'.
Also, I suppose if something takes more effort, people can be skewed to view the result as better than if it was easy in the same way that happens when something is more expensive. People don't want to feel that they have wasted their time and money so they don't want to admit - to themselves as much as anyone else - that they were a bit foolish. or were a sucker.
Don't get me wrong - Apple make some good products. They have a design aesthetic that appeals to many people and their hardware and software is actually pretty good. They aren't always first with features - even simple ones like copy/paste - but they have understood that a good user experience is based on more than just bullet-point features.
I am at this point reminded of the fantastic mock iPod product video from an MS staffer.