I'm far less worried about threats to the web's openness from Apple/Google/Facebook than I am from the United States government. If people want to lock themselves into curated services, so be it. None of those players "control" the web in any sense of the term. As long as TCP/HTTP/DNS are open, the "Web" is as open as it needs to be. Sadly the US continues to assert that they control DNS, etc.
If you don't like how Google filters results, use a different search engine. Don't like Apple's walled garden? Welcome to Boot to Gecko. If anything this is an article about getting ensnared in increasingly restricted and curated platforms. I think we all understand that trend and the risks associated with buying into them.