Google and Facebook were banned long ago in China - if anything these actions are retaliation for that.

Apple has been allowed in but has had to divest all data hosting to Chinese controlled companies.

Google wasn't banned. They pulled out due (primarily) to requirement that they censor search results.

That is still saying the same thing, isn't it?

This is a point most people seem to forget. In simpler terms it's retaliation - granted they could have done this a long time a go? maybe... but right now there are other interests at stake as well.