No, Apple directly benefits in that users only get the "magical" user experience when using Apple devices. There are two perverse incentives: one for Apple to lock their users into their platform, and one for Apple to implement a "better" experience unilaterally. Apple does both of these things.

Today, if I create a passkey on an Apple iPhone, and I pay Apple a monthly fee for iCloud, I can then walk over to an Apple Macbook I own and sign in to the same web site without another step.

But if I don't pay Apple a monthly fee, OR the phone isn't an iPhone, OR the laptop isn't a Macbook, then I don't get that user experience.

There is absolutely no technical reason that I shouldn't be able to get precisely the same level of security and precisely the same user flow without having to need all the devices to be Apple. But Apple chooses to restrict how it can happen.