Why not? If they stay the only "charger network included, that's why we are so much more expensive up front" offering, they will naturally glide into the Apple

Why not? If they stay the only "charger network included, that's why we are so much more expensive up front" offering, they will naturally glide into the Apple niche: high prices that inevitably communicate status, but with a perfectly valid "excuse" for those who don't want to appear like status-buyers. There are worse fates for a company/brand. Failing this, they could still thrive as the dominant charging network if they open that up. Might even work in parallel, opening the network but keeping a minimum number of spots reserved for brand cars at all sites, at all times.