that is an expensive OS.
if it is indeed true that Apple isn't for the average joe, i wonder if Apple wants to keep that image as part of a long-term business model. if your goal as a company is to grow and capture a bigger part of the consumer pie, wouldn't you want to have more appeal, more competitive prices and more access? adopting an elitist image that prevents more purchasers from accessing your products is not only, well, counterproductive but odd for anyone who knows their economics. i dunno about you but i'd chuck the elitist image and pursue the task of improving my current ~4% slice of the computer market doing so with a set of unique designs that maintain my company's image.
Apple has been "elitist" for more than a decade and half now. Companies don't all need to appeal down to every segment; not everyone wants to sell products to the Walmart crowd. Furthermore, expanding towards including everyone who wants a computer dilutes the Apple brand value and branding is what Apple has been milking for years.
Ferrari, BMW, and Gucci are satisfied with their luxury status and I don't see why Apple necessarily has to be anything other than a luxury item. An addendum, I'm also pretty sure that Apple has more than 4% market share.