A large % of their revenue comes from app store/services and they have incentives to lock you into the ecosystem, sell you digital shit and take a cut off of everything.

I saw an ad for apple gaming service in my iphone system settings recently !

That's not to say that Google isn't worse but let's not pretend Apple is some saint here or that their incentives are perfectly aligned with the users. Hardware growth has peaked, they will be forced to milk you on services to keep growing revenue.

Personally I'm looking forward to Steam Deck, if that gets annoying with SteamOS - it's a PC built for Linux, there's going to be something available.