There's a long-running subculture in MacOS (and once Nextstep and now iOS) software development that I'll call 'app craftsmanship'. At its best it produces high-quality, slick apps that usefully leverage the platform's strengths and build dedicated (and typically paying) user bases. So when someone puts out a new Mac or iOS and makes a fuss about how it's fully native and supports the Face Bar™, they're signaling to potential users 'Hey! I'm about to do some App Craftsmanship here, people' and hoping deciated users will flock to them, credit cards in hand. They're not selling to the people who are going to be irritated the app doesn't run on Ubuntu Maimed Mastodon. And that's not a moral failing, it's just market targeting.