Microsoft traditionally did the OS, and left hardware and apps to others. This led to a huge market for PC hardware, open to true competition. It also led to a really robust market for windows apps, also open to competition.
Love or hate windows, but this greatly benefited computer users and led to a great year over year decline in the cost of computing.
Apple on the other hand has inserted itself to tightly control hardware and software on its platforms (somewhat less on macos). But it is only passably to the benefit of computer/phone/tablet users. It drove the price users were willing to pay for software to zero, and maintained or inflated the price of its hardware year over year.
and the worst part, users don't really have sovereignty over their devices or software. You can't know what your phone is doing. You can't see who it communicates with. And you can't control or opt-out of anything unless apple allows it in the ways apple allows it.
I would like to know what's running on my phone. I'd like to see what apps are doing, who they are communicating with and what they are sending. And I'd like to be able to say no to what I don't like, possibly in a way that apple hates. I'd like to run my own apps, without asking apple for permission, and with no restrictions.