There is a difference with games consoles, in that games do not compete with each other in the same way. Someone might buy Zelda by Nintendo, but also buy a third party RPG. Very few people will pay for Apple Music and Spotify at the same time.

I also see many people saying that they won't install WhatsApp, and will only use iMessage.

As long as Apple competes directly with its own customers the platform will be unfair.