Isn’t this more soft handed than exclusivity deals (which is really a kind of non-compete)? And people seem quite okay with those, even though such deals smells

Isn’t this more soft handed than exclusivity deals (which is really a kind of non-compete)? And people seem quite okay with those, even though such deals smells like the product of extremely lopsided power. I see Apple as a plaza owner who opens up a few of their own shops in that plaza. Or Safeway selling some store “generics” branded by them.