What this really signals is the intention (which might be sincere or not) of getting some sort of OEM deal with some device manufacturer.
And yes, if the path to profitability is in shipping devices with OEM AI features, Microsoft and Google are clearly ahead.
It seems all venues to profitability are offensive to OpenAI current users. Ads, OEM, etc. This is a problem for them.
And yes, Apple can include lots of undesirable things in their products and still keep their cult following, that's why he mentions them.