The incentive for Apple or Microsoft is to make a good product that you will gladly pay for. This is very different.
A good restaurant makes an excellent product bit it doesn't mean that I will spend 5 hours there.
Every iPhone that people buy gives direct money to Apple, centralizing their power. This means, they get to dictate what apps can / cannot run on the device.
So what? Nobody is forcing anyone to buy iPhones. Similarly, nobody is forcing anyone to install Google Analytics, or go to that website.
That surely would work very very well in society. Literally the same thing is happening with Google, Facebook, TikTok etc.
You probably work for bigtech and your salary depends on people losing their braincells so I don't expect you to suddenly get some ethics and understand all of this.
Google and Facebook are allowed. They are still a net negative on society.
The world would be a better place without them.