Apple does plenty of evil, as you're about to find out when you realize the amount of freedom you enjoy on your Mac will not in any way translate to your iPhone, and further discover the business model to which Apple would want to gravitate (hint: not the Mac model).

They're arguably less evil than Google and Microsoft right now, but to say that they're "adhering to 'do no evil'" is by no means accurate when they still push their walled garden and treat their mobile users as incompetent children needing their hands held.