The headline feature of apple devices for me is that unlike Google, Apple cares about my privacy and security. Apple doesn't offer a devil's bargain with every first party feature. "We can turn this great new thing on - but in exchange, we're going to track your physical movements everywhere. We can turn this other thing on, but we'll record, save and send audio recordings of your life."
Right now I have to decide between having control of my device but no control of my data (google). Or having control over my data but no control over my device (apple). That decision is crap.
> I, as an end user, want Apple to have complete control over its platform
Good for you. In comparison, I want to have more control over the devices I paid good money for. I don't want to live in a digital serfdom, where my only freedoms are those granted to me by the local lord of the cloud.
I don't want accidentally offending an algorithm to result in banishment (google). Or, in Apple's case, for the local lord to tax and morally judge every trade that takes place under their watch.
If you want to spend your life in Apple's walled garden, great! But I don't want owning the best phone to mean I'm trapped there with you. I demand to be able to enter into a voluntary financial agreement with Epic games if I like. I don't want my own phone to have the power to stop me or levy a tax, just so some Apple VP gets a bigger bonus.