There's an important difference that I think you're eliding. People who use Apple devices and services, are Apple's customers; people who use Facebook services are Facebook's product. The former are not always treated ideally, but the money flows from them to Apple, so Apple is preoccupied with how to make their long-term experience better - e.g., to ensure that they'll continue to be disposed to give Apple money. The latter are digital sharecroppers, to use Atwood's phrase, and Facebook has repeatedly demonstrated that it doesn't give a shit about making their long-term experience better.