There is a benefit to them, but they're myopic about it. The fact that we had OpenGL and DirectX as a standard meant that a vibrant 3d accelerator market opened

There is a benefit to them, but they're myopic about it. The fact that we had OpenGL and DirectX as a standard meant that a vibrant 3d accelerator market opened up, they made immense advancements since the late 90s. Apple benefitted tremendously from being able to just pick up 2 decades of R&D into GPUs that existed because consumers had a competitive choice. If software had been locked into a single GPU, say a 3dfx Voodoo1, and all software was targeted at a proprietary API and design, how much advancement would have been lost? Apple didn't even design their own GPU, the IP behind it is largely PowerVR, again, arising from a company trying to compete against ATI, NVidia, 3dfx, Matrox, etc who were running in a bandwidth wall, by taking a big risk with a tile based deferred renderer. Now look at what is being competed on now? Ray intersection hardware. This is happening because of Raytracing extensions to DirectX and OpenGL. Otherwise you end up with a game console, and while game consoles can leverage their HW maximally, they don't produce necessarily top end HW innovation and performance.