Because they haven't achieved any serious success with the Mac. If they didn't have their portable device line they would be a bit player in the tech industry.
Not really. I'm a long time Apple user. Started using macOS with the version 9 (but my first personal laptop ran OS X).
I don't consider them successful in computing. In fact my first job was at an Apple Service Provider and it was already hard to run everything useful on Macs. Now I wonder how much technology is actually actually running on Macs. Their computers are becoming glorified clients for other companies technologies.
They make make a ton of money selling a lot of small devices that are more about fashion / social statut than technology relevance nowadays.
As it is there isn't a whole lot of good reasons to start using a mac instead of anything else.
I don't think they are currently successful in the computer business. Them making shiton of money on overpriced mobile fashion doesn't really change that.