Apple almost always puts respect for the end user (the paying customer) as one of its highest priorities. Off the top of my head, some examples would be: not forcing users to enter license keys for software, dropping DRM from iTunes, blocking third-party cookies by default, and their refusal to allow the carriers to pollute the iPhone with their preloaded software.

Now I just wish they would make it easy for me to set DuckDuckGo as my default search engine in Safari.