This is business, not academics. It is not about what you deserve, it is about getting as much as you can get. Capitalism is capitalizing on opportunity, not fairness or what someone else thinks you deserve. In this case Apple has created a huge desire for their products, even though they suck balls. Regardless, that gives them leverage to take a cut from anyone that wants in on it.
Cold hard business. Don't let all the hippy BS Apple spews out daily fool you into thinking otherwise. I read a job posting of theirs that started with "Changing the world is all in a day's work at Apple." It stills makes me sick, but I digress.