It's about guarantees.
By saying 'max 10.5 watts', it is promising to take no more than 10.5 watts, at any time, and is hinting that it might take less.
If your power supply can give at least 10.5w, then you should have no trouble.
Just measuring what an appliance takes, and then choosing that size of power supply, does not always guarantee a happy life. Appliances can often take amounts of power that vary from time to time. If you measure it during a low power phase, and fit a supply based on that, you may have problems if it draws more from time to time. When it comes to spin up a disc, write to flash, or is asked for a higher power communication signal, it may draw extra power. The 'max power' marking on the appliance takes unexpected peaks like this into account.