Improves data tracking and increases the odds they can sell you services, which is money they love because it’s consistent and predictable income.

Also means you get drawn into their “ecosystem” and the deeper you get into it the harder it is to move to a competitors. If you have $4,000 worth of iphone apps and in app purchases it’s much harder to switch to android. You can migrate bookmarks, password databases, calendars, message histories (not imessage lmao), etc but you can’t migrate proprietary apps and services

big tech has been anti consumer for decades and while apple is a big issue now 90s and early 2000s microsoft was the driving force in making sure open standards and interoperability was quashed at every opportunity. US government had endless chances to regulate the industry but incompetent politicians did nothing because they were completely ignorant and corrupt (shocker)