Not completely, not anymore. Apple's gotten a taste of advertising dollars via the App store. Search for product A and product B will pay money to come first. Apple TV advertises for the shows they've made in the Apple TV app instead of going to your library. Same for Books.app.

The biggest indightment of Apple in my mind is the copy and pasting of links into iMessage. iMessages "helpfully" renders a preview so a dumb consumer doesn't have to see an ugly long text of a url. But in doing so, it also happens to hides the utm code that is used for tracking by marketers.

They've got their eye on that tens of billion dollars extra.