So many dumb hot takes in this thread.
You get a bunch of Apple apps preinstalled on your phone. You can download third party apps, but only from an Apple-controlled store, where Apple takes a cut of any revenue. Apple then shows its apps at the top of searches in this store, even when they are already installed. It blocks user reviews or ratings on its apps, to prevent unfavourable comparisons with third party apps, even while telling third party app developers that ratings are a key factor in determining search results. It justifies this approach by saying this allows people to reinstall deleted Apple apps, even though there is a separate section of the store devoted to this purpose. Finally, when you do get a third party app onto your phone, in many cases Apple will prevent you from making that app the default, forcing you to keep using the Apple alternative.
Replace the word "Apple" in the above with the word "Microsoft" or the word "Google" and see if your opinion changes at all.