They dictate the capabilities that their device is offered and how the device is designed. It is up to the consumer to decide if that is worth the price of the device.
You are correct and I don't get OP's point. Don't want apple rules, don't use apple products. They are the business, they can do what they want with it, right?
I don't think that's the way to look at it.
There are standards for interoperability and user-friendliness with all kinds of devices, and we should expect the same from modern devices.
It would have been pretty peculiar and unacceptable if your telephone in the 80s couldn't call your neighbour because the telephone company just decided to not make them interoperable, why shouldn't it be the same here?
This is true of 98% of regulations.
(The only exceptions are government-granted monopolies.)
This argument falls apart since there is no real freedom of choice, and the importance of smartphones in our lives.
People are becoming more aware that they don’t want a corporation in control over this essential near ubiquitous technology.
I see no good reason to follow a “it’s a corporation they can do whatever they want” mindset