I think you're looking at it the wrong way. I'm sure that if you were in Apple's position you wouldn't take too kindly to everyone imitating your designs and technological innovations. Companies do have to make money.
You could argue that Apple is too controlling and sometimes they do go too far but that controlling nature also allows for superior products as well. I don't think the perfect solution exists out there for you.
>...forbid developers to talk about the OS...
I'm not exactly sure why you have a problem with this. Yes, devs are asked to sign an NDA but it's their choice to do so and I've yet to see Apple publicly go out after devs for violating their agreement.
> wished some PC maker should make a line of designed PC and deliver them with a raw Windows, without any crapware installed...I talked about it with a friend who is an Apple fan. His opinion was that it couldn't work because PC buyier didn't care...
They don't care. Have you ever tried teaching the average user how to use a computer? The typical response is "I don't really care. I just want to do x". Try selling them on spending a $1000+ on a computer that will only last 3-4 years. They don't see the value proposition and, for those that do, will buy an Apple product because of the brand image. The PC has lost the high end for almost a decade now and I don't think they can get it back. This, along with Apple dominating the supply chain, makes it difficult to compete.