Seriously, they are definitely doing just what you've described, but even more advanced. Not that I think it's intrinsically wrong. It's much more efficient to have protocols for all the modes of interaction that are discovered, e.g. The collection of raw ideas expressible via internet web pages is like a test bed for the possibilities. They eventually graduate into ossified structures under the control of Apple, like Messages reactions, gifs, replies etc. (Even HTML/FTP/etc and browsers are sandboxes with much more restrictions than arbitrary methods of drawing/sculpture/sound/dance and other types of art.)
But with power comes responsibility. I'm not even sure it's possible for a corporation to be accountable to the full extent necessary for such control over so many people's interactions. There're unimaginable quantities personal stuff on their servers and clients.