But when you look at what's really happening it's clear - they have a highly hostile interest to their users - they want to lock them into the ecosystem and then rent seek like crazy on services that their users have almost no choice but to buy.
This is why I love Apple products but I only buy the open ones that leave me choice to do what I want - which pretty much means I'm only buying Macbooks these days.
wrt hostility: they’re the most privacy focused phone provider out there (which is why they can’t produce an llm from user data)
Apple also tracks and charges for conversions on ads for mobile games (eg. purchasing lootboxes on clash of clans) which makes them direct competitors with the other big tech ad platforms.