Google wants what's best for Google, Apple wants what's best for Apple and Microsoft wants what's best for Microsoft. Since all three are grasping multi-national capitalist corporations with a fiduciary duty to shareholders, that's to be expected.
Since "Mozilla is a proudly non-profit organization dedicated to keeping the power of the Web in people’s hands" then it is able to do things differently.
However, users are basically self-interested and short sighted (basically "how fast does a tab load") so just being morally superior isn't a win ;-)