Because the one thing Apple cares more about than profit is control.
Apple without control is nothing.
Top rated comment here has determined it's purely down to offering the consumer the BEST, but that's only the sales pitch not the objective. They wrap that up and sell it to people as the reason it all 'just works', and that's often the case. But it only works in the very specific way that Apple think you deserve to be afforded/trusted with. That's always been the case, the walls only come down in areas (default browser, basic UI customisation on iOS hardware costing £1500+ etc...) when Apple allow it and it's always in a more narrow way than what is possible to offer.
They still serve you Google as default search in Safari while preaching about the crazy number of privacy features they have engineered, which is absurd!!! They know exactly which tiny faction of iOS users will ever change that default but are selling Private relay etc....as a keynote feature, just makes me laugh. There is no more refined gaslighting/PR operation in tech than Apple, something Steve Job zeroed in as fundamental to the rebirth and I think is how his personal reality distortion field lives on today as a legacy.
And now they have basically added/are adding all this level of control to their main computers that cost £2k - 50k. The fact the M1/M2 is so fast and efficient is the trojan horse to get the masses to not even question what they are giving up in terms of freedom.
I'm running my 2012 rMBP and the hardware has been incredibly reliable, aside from heat/battery from the haswell CPU it is as perfect as day one. Apple have deemed it not capable of running anything post Big Sur however.
The lock in and control has actually pushed me toward linux which I dual boot and macOS being UNIX-based has only exposed exactly how much of the "computer" is abstracted and locked away from the user.
When it dies I wont be buying a new macbook regardless of M series performance. The value proposition has changed, I need to pay approx 70% more for an equivalent tier MBP and I wont be able to dual/triple boot linux or native Windows on a £4k machine and no amount of hardware build quality is going to make up for that loss of freedom.