i think you're right, but the ways of them going about it are highly anti-consumer.
yes, they protect their brand image, they maintain a level of quality, but the trade-off are unrepairable devices, and grey non-OEM parts.
all they would need to do really is provide a genuine 'service centre' with competent engineers that could actually repair phones rather than run a bunch of diagnostics and then return with news that "sorry you need a new one"...
i mentioned in another reply that not all 3rd parties are shady, and i use one that is exceptionally skilled insofar that they did repair Face ID on one my devices by desoldering some of the parts, and moving them to a new donor part. why can't apple also provide this service? they choose not to, that's why.
in intermediary step would be to allow the purchase of high quality OEM parts, imagine being given the CHOICE to go to the apple store, pick up a new screen.. and then find your favourite 3rd party installer to install it even if apple didn't want to. You would know 100% that the parts were good, and you would be getting 'non-franchise' labour rates similar to how anyone sensible gets their car repaired/serviced.