The testimony I recall from the Epic trial was pretty clear - Cook & Co. see this as a point of differentiation that helps them sell hardware. After all, Googl

The testimony I recall from the Epic trial was pretty clear - Cook & Co. see this as a point of differentiation that helps them sell hardware. After all, Google can't really do the differential privacy stuff to the extent Apple does due to their reliance on ad revenue - which is only so targeted because they collect it in the first place, giving their Ads customers (businesses) more opportunities to sell to. Netflix wants to build viewer profiles of its users, so gathering that data in a way that they can ID helps; Amazon will do similar things to suggest purchases based on your history. As a card provider for the general public, Visa kind of has to play ball and even then, their customers are merchants and financial institutions that issue cards. Given enough size - think FAANG, or really any financial institution - Apple probably can't reject them for shady behavior, but can always work to build guardrails to prevent the worst offenders from going off.