The license angle with Apple did happen because of GCC's switch to GPLv3 but that came years later - and GCC still wasn't (and AFAIK still isn't) designed to be used like LLVM or (later) Clang, like using it as a backend for IDEs, analyzers, language servers, etc. The two projects aren't interchangeable with only the license being the thing that differentiates them.
I don't know how you can eat GCC's lunch. I feel like in this analogy GCC eats from a communal trough and is very happy to share. A company that sells licenses can lose customers, the GNU project just wants the world to benefit. GCC is still ubiquitous and has plenty of developers and mindshare, what more could they want?
I'll note that GPL never says anything about upstreaming. It can certainly make life easier if you want to keep your patches up to date and hand off maintenance responsibility, but it suffices to make a written offer of source code under the same license (on a conventional medium) to your customers to comply with any GPL version. You're never obliged to upstream or even publish your code.
Respectively, LLVM fills it's own gap nicely. It has the classical BSD-like issue where hundreds of unique and disperate forks exist with no roadmap to bring them together, but that's also technically a "feature" of each license and not a bug. If GCC developers felt their job was obsoleted by Lattner, there wouldn't be a reason to update and maintain it. The end result has been healthy competition, accountability for either team, and better optimizations for everyone using either compiler.
[1] https://rust-gcc.github.io/
[2] https://github.com/Rust-GCC/gccrs
[3] https://blog.rust-lang.org/2024/11/07/gccrs-an-alternative-c...