Actually it was a means of promoting failing sales. No software was available for the Apple in the 1970s and there were many applications available for CP/M. To have a program that would run in the native Apple ][ mode you needed to write your own using Apple Soft (written by Micro Soft. Later there was Apple Pascal (also written by Micro Soft).
For CP/M there were many existing applications and there were many programming languages to choose from. The most popular for many hobbiest was MBASIC (Micro Soft again . There were C compilers, Tiny C compilers, compilers for Forth, Lisp, Pascal, and many other languages.
This information is all from my own personal experience, having owned an Apple //e and //c. Unfortunately the //c was not configurable to run CP/M. I was a member of several Apple user groups on Air Forces Bases around the world into the 1980s when the Apple //x became extinct . All of us relied mostly on the CP/M environment for usability. Although I and some others did create programs for the native mode.
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