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Because if EA sells you the coins on Origin, they get 100% of the proceeds. If they sell it via Steam, they only get 70%.
The game sold cosmetics and legends and battle passes worth 1 billion dollars in 22 months. They intend to repeat that in the next 18 months. Obviously, they don't want Steam to get 300 MILLION DOLLARS for 'nothing'. (Of course, it's not really nothing - Steam is hosting the game files, providing unlimited re-downloads, boosting the game's visibility etc.)
That's basically like saying "Shut the fnck up kid and leave us alone".
I can almost hear their thoughts echo.
2. Go to "Store" in the lobby menu
3. Go to "Apex coins"
4. Pick a package
5. Complete the purchase through the steam overlay
Et voila, you purchased them through steam.
If it doesn't work it's a bug. I did it multiple times in the past 3 days. stop making up conspiracy theories.
You disqualified yourself from being taken seriously in this conversation by stating that you don't even want to read what started it (which are screenshots of the EA HELP chat).
I'm very glad that it works for you, but the fact that something (anything in life) works for you doesn't mean it works for everyone else. Google "apex coins steam unavailable" to see I'm not the only one with the issue, but again, that's something I clarified in the OP.
lazy motherf u cker