While he was certainly targeting that kind of audience it is extremely shortsighted to think that it was Job's primary target. In fact, if you have enough knowledge about everything he has said and done, it's easy to argue that he was in fact targeting very competent peoples, that were quite knowledgeable about technology and that wanted shit to just work precisely for those reason.
Because when you know how things work and what they are capable of, the last thing you want to do is fight with them so that they work. At least, someone who doesn't know better cares much less because he is clueless about the existence of a better way.
Jobs was in the business of selling bicycles for the mind, not dumb consumption machines. The latter development of basic consumer focused products is just after the success of the iPhone and happened basically precisely when he left (while officially he was still managing apple, it's pretty clear that after the launch of the first iPad, jobs didn't have a lot of impact at Apple his health condition not allowing).
It also made sense because before Apple was something to exhibit to display wealth nobody that wasn't competent enough with technology would have spent so much money on it.
Which is exactly why current Apple offering is absolutely terrible for its price.
Most of the crap told on Apple nowadays are complete memes from the second wave of Apple cultist (most of them arriving with the iPhone) that completely ignore the true history of Apple and how it got to launch such successful products.
