On the question of whether Apple should be more like Google, the answer has again and again, from Apple, from pundits, from financial analysis been 'oh hell no'.

You are free not to use Apple. The fact that people keep talking about how they aren't using apple isn't the freedom flag waving you think it is. If you all have to keep bringing it up then it's living rent-free in your head. I don't know if it's jealousy, or wanting to have your cake and eat it to, or what else is going on. I don't use Facebook, but you don't hear me talking about it all the time (talking about having to deal with Facebook users is another matter).

In retail 'customers' who don't buy anything aren't customers. They are 'loitering' and many companies have a policy for encouraging people who are not actually shopping to leave. Traffic that does not result in revenue is overhead at best, opportunity cost at worst. A certain amount of overhead has always been tolerated as goodwill or advertising, but in any arena of life there is always someone who tries to take advantage of goodwill efforts.

Customers who don't use apps at all are fine. They aren't costing us anything. Customers that buy lots of apps are great. Customers who just want free stuff all the time are bad news. Especially because they become more expensive when the free stuff ends up causing them problems, which they feel entitled to complain about. Tech support calls are more expensive than most of us realize.