Apple are just being their usual lock-in jerks. Influencing them for anything positive is only possible under heavy pressure. In this case they were pressured, because various systems with video playback are not going to play along with HEVC racket schemes. I.e. for Apple's video services to be able to reach more users, they'll be forced to support AV1.

In more practical down to earth terms, what you or any other regular user can do is to ditch Apple products and avoid paying them any money. Vote with your wallet.