Don't think i agree here. Apple wrestled control from the carriers to put it in their own hands, not consumers. Just as any other profit oriented company would like to do... but it was no altruistic move. In fact you went from several carriers having to compete to one company calling the shots for the majority of the mobile market for awhile. Android has realistically been one of the few things that has kept the mobile market from being a monopoly (which would have been far worse than it was ).
They make literally billions helping advertisers find you.
Apple makes billions selling hardware.
Honestly, I prefer the demon I know. I have no idea what Google is doing and is capable of, and what decisions they will make in the future with my data to protect their advertising revenue.
With Apple it's simple. They want me to buy another device, and they're willing to make a good enough device to convince me to upgrade.
Try doing that on your iPhone.