Apple can absolutely do whatever they want, until regulators block them off from the market for anticompetitive or anticonsumer practices. Then their profit motivation kicks in again, and they have to lick boots until they're on the government's good side again.

If you want an adversarial narrative between Apple and the people, you'll find no greater supporter than me. Europe seems to disagree with Apple's philosophy though, so maybe it's time they reassess their opinions.