I dare say every move Apple makes is to surreptitiously lock in users and create a protected lock-in. They have mastered the approach, perhaps accidentally, by

I dare say every move Apple makes is to surreptitiously lock in users and create a protected lock-in. They have mastered the approach, perhaps accidentally, by slowly rolling the features over time across their device portfolio to the extent the the masses don't see what's happening. Google isn't much different. Gmail, YouTube, and Chrome 10yrs ago were obvious venues to extend their advertising channels. Chrome is their nuclear option in case hardware or other legal issues prevent their current ad insertion techniques.