I don't understand what else one would expect. Amazon is doing the same thing. Why wouldn't a company want to monopolize its consumers if its could. The Vanderbilts would've built grooves in their railroads to control which trains could operate on it if they owned the trade that passes through them; digital systems for personal consumers (especially in homes) don't rely on any other systems but their own, they're just a network of individual appliances. Don't get wrapped up in it if you don't want to, then. Buy a stereo and TV of different brands and take the time to walk across the room to turn on the specific product you want...How easy will it be for you to extricate yourself from the company that already provides your phone, laptop, smartwatch, earphones, speakers, car and TV interface, and — via Apple HomeKit — all your smart home gadgets and devices?