"I work at the circus, and I sleep with the clown
And when I took off my dress, the sky fell down
But if the sky falls down, then we play on the ground
'Cuz I'm pretty and high, and only partly a lie."
When you start certain Apple applications (such as iTunes and Safari), they check to see if they have a shortcut in the Dock. If they don't, they automatically make one. If Microsoft did that, it would be regarded as incredibly rude; if Apple does it, it's "friendly."
Similarly, the Finder comes configured by default to favor Apple applications, like iLife, iTunes, and FinalCut, by virtue of the fact that it defaults to creating "libraries" of media types that are tailored to those applications.
In case the rationale isn't clear: iTunes makes Apple money. Wherever there is a way to "monetize" the uses to which a personal computer is put, Apple will take every opportunity to put themselves in the front of the queue. iPhoto has hooks to pay services; FinalCut is an expensive piece of software that Apple hopes to sell as an upgrade to home-videographers; and iTunes, of course, is making millions of dollars for Apple by linking Mac users directly to the Apple music store.
So why is it again that people see Microsoft as megalomaniacal, but don't see Apple that way?