If Apple set up a charter company, the flight would cost $100 to operate, but sell for $20,000. If the passenger was careless, and bumped the window with an elbow, the window would shatter, and cost the passenger another $10,000 to fix.
Unserviceabilities would be normal, and to be expected.
When Apple bought a new aircraft, people would line up for days just to sit in it, pay an hefty premium for flights, and then realise the range was now reduced by half on the new model.
Finally, when Apple Air ran into financial difficulty, the worlds 2nd richest man would put his hand in his pocket, and give them 50 Billion dollars to stay afloat.
The cockpit would have a table tennis table, and you could wear whatever you want.
Now charter works!