The trouble is that as a tech company - first you want to build a moat around your success and barriers to competitors usurping your hard-won position/user-base.

IF you do this very well you become a "tech giant" - then you want to continue building that moat/pulling away from your competitors BUT now you have to look like you aren't anti-competitive.

So i guess it's useful to think about: what does Apple want to do vs what does apple want to look like its doing? Wherever the internal/external impetus of an organisation are at odds - progress will be painful/prolonged. Then again if you ran Apple would you be quick about ceding the moat?