The rsync project has set a higher price than Apple seems willing to pay: allow users to run whatever they'd like on the hardware they've bought. Apple is free to pay that price and use rsync, but chooses not to
That’s a funny way to look at it, but that’s not a price that’s a policy. It doesn’t have the freedom from obligation that an exchange on price does.
Though I totally get what you mean and license terms are part of the cost that’s why a commercial offering with terms that can be negotiated and a price set to compensate for that seems a great option enough slack to capture the value for both sides.