The lenient contract with Microsoft and the unexpected to them ruling on reverse engineering the BIOS sealed their fate.
But no company wants to compete in a commodity, they all want to be monopolies. All the Unix vendors tried to be common enough to be a selling point but idiosyncratic enough to lock in their clients.
Apple isn’t nefarious… they are the default.
Now, if we want to support their ambitions with our wallets is another question