Apple doesn't really push or require their services. The Google and other ones work just as fine as they do on Windows. Apple wins people over by just making their stuff work better and you naturally end up using their stuff simply because its better rather than because you had to.

* Some of their services actually don't work better. Apple Music sucks so people still use Spotify. Which is one of the areas of growth for Apple since they have the ability to make Apple Music the best, they just haven't yet.