While the price you pay with Google is annoyances through ads, the price you pay for Apple (besides the hardware being 3x as expensive as comparable Android hardware) is just not being able to do things. You can't side load apps without some people with years of experience putting all of their time and energy into breaking the software! I can't make a computer I own actually run the programs I want!
Add to that a complete lack of choice. Their hardware is admittedly quite good in many regards, but I'd like to charge using a normal connector [USB-C] since I don't want to carry another set of cables or adapters for the oh so special Apple, and retain the ability to play music through a damn cable without needing another expensive, flimsy and not-on-me-when-i-need-it adapter. Oh, they're absolutely hostile against repair.
I could probably go on, but you might get the point. That's peak disrespect to me, so I'll despise them for that and not buy an Apple device in the foreseeable future, even though I like many aspects about them. Oh, the ecosystem lock-in and the absolute unfair promotion of their own, inferior services. Anyway.