And who are you to say that the reason they didn't pay was because the rates being asked for were neither fair nor reasonable. For all we know they were asking for a cut of the final sale price of the items in question which we know is generally well about all other companies products meaning that yes it could be unfair to Apple to ask for that 'same percent everyone pays'. For all we know Samsung etc tried to force Apple to cross license non FRAND tech they don't have to legally license to get said FRAND license (a violation of FRAND rules) etc.
For all we know Apple was willing to pay but not under terms they felt were not true to the rules of FRAND. It is a common practice in such cases for a company to not pay, use the tech and force a lawsuit because they can't get access to confidential licensing terms with other companies to prove their point. But the courts can demand access. And they can demand a 'settlement' at appropriate terms.
Most of those patents and Frand terms were set up to encourge company to make cheap phones for developing countries *aka 40 buck phones.
Top it off those other companies put patents in the pool. Apple wants the dirt cheap access with out putting any patents in the pool.
Apple is a very greedy company.
Frand does not many everyone pays the same. If Apple put patents in the pool their frand rate is lower. Apple wants frand pay rate of companies that put patents in the pool. Sorry but with no patents in the pool you have to pay a hire rate.