In my view, my phone is MY DEVICE. It is most definitely not "Google/Apple's platform"!
Google is merely manufacturing my phone, and I intend Google to have no rights or control whatsoever regarding my phone, and merely have the obligation (not right, obligation) to manufacture it correctly and provide open-source software for it that works correctly and properly provides Android interfaces (obviously, I don't use an Apple phone since Apple doesn't offer that, while Google does since they provide devices with unlocked bootloaders that run open-source OSes).
It only runs Android because Google with Android happened to win the adoption lottery and it would run PodunkOS by ACME if PodunkOS by ACME had been the one that managed to gain critical mass.
Again it is absolutely not even remotely close to "Google/Apple's platform", and I have no intention for Google to interfere in my use of it and certainly not interfere in any relations I might have with people providing software for my phone like taking a cut of the transaction or deciding how that software should behave.