I think that people should be trusted to assess risks for themselves
Again, as somebody who has worked in this field for a very long time, I'm just going to be blunt and say that when it comes to digital security, people are idiots.
Some of that of course is a matter of being uninformed — people truly don't understand the risks involved, or they think they're immune to them (e.g. "I'm a nobody, why would anyone care?") — while others just can't be bothered with the hassle.
What's funny, however, is that because of how Apple has built its systems, not using 2FA is already more inconvenient than turning it on. My dad called me up just last month complaining that his TV app, iPhone, and Apple Watch are constantly asking him to re-enter his password every few days. I told him to turn on 2FA and walked him through it and he hasn't had a problem since.
Granted, that's at least partially on Apple, but it also has to do with the fact that without a more secure form of authentication it wants users to re-enter their passwords more often to confirm that they are who they say they are, as well as the technological limitations of using OAuth-style cryptographic keys without much stronger authentication behind them. These are problems Apple could solve with simple passwords, of course, but that takes time and engineering resources to try and plug holes in what's already inherently a less secure system for 99% of its users.
But if someone else is able to figure out where my Airtags are, the only person that hurts is myself. Requiring 2FA in order to use Airtags is just punishing people for their own individual choices.
That could also potentially hurt Apple if somebody hacks into your account, finds out where your AirTags are, and then uses that information to assault you. That makes the news, and the headlines don't read, "Person got attacked because they used an insecure password" — instead they'll all say things like "Apple's Flawed AirTags Led to a Deadly Assault."
Consider all of the heat that Apple has gotten over the AirTags and the anti-stalking features they do have. Nobody is pointing out that Apple is the first company to even
think of implementing these features, instead everybody is criticizing it for not doing enough. To be clear, some of these criticisms are totally fair, but we should still give credit where credit is due, but my real point is that Apple is going to shoulder the blame for almost any bad behaviour that occurs using its devices or services, no matter how hard it tries to prevent it.
Again, all we have to do is look at the "celebgate" iCloud hack from a few years back. Ask the average person, and they'll tell you it happened because iCloud was insecure enough for hackers to get into it, and it was therefore all Apple's fault. In fact, that was one of the key incidents that prompted Apple to add 2FA in the first place.
Remember that most people's idea of IT security comes from watching movies like Swordfish.
I agree that Apple should enroll new accounts in 2FA by default, which includes forcing everyone through the initial setup process once, so it isn't shrugged off by users who can't be bothered to spend two minutes adding a trusted phone number. Afterwards, however, I should be able to go into my account settings, read through a bunch of scary warnings about the importance of a unique and secure password, and finally switch off 2FA. Apple could even add a one-week waiting period to be extra cautious.
I don't disagree with that in principle, but I also know Apple will never do that. The company doesn't carve out exceptions for edge cases — it's really too big for that — so it's going to stick to what most users need.
You can see that in all of its built-in apps, which are about as basic as they come. Of course, the App Store provides plenty of alternatives for those who want something more, so it's an imperfect comparison, but it does provide an example of how Apple thinks.
It's going to provide the services and features that meet the needs of the majority of its users, and this is even more true in the case of 2FA, which is about protecting people against tangible harm, and where it really would be designing an exception for what I imagine is less than 1% of all Apple device owners. Even if it was willing to do that, it's hard to justify the expenditure to write the code and support that.