Apple is an interesting example to choose, they have some of the worst "vendor lock in" practices of any company.

Green text bubbles, "[Person] reacted to this message", and mandatory $150 monitor stands come to mind.

Apple is adding ads to their services, and it looks like they're going to force Siri AI onto every recent-enough device they have. Don't get comfortable.

Reminds me of Chamberlain and their garage door openers...