What are you talking about? Apple has the iPhone (several kinds), iPod (several kinds), all of their desktop computers, all of their laptop computers, etc. The only thing they don't have is a video game console, and I'm sure if they made one, it would cost 3x as much as a PS3. That's just how Apple rolls.
People want variety. Sometimes a person wants the basic model, sometimes a person wants something with all the bells and whistles.