If Apple forbids non-Apple Store app stores, how can this legitimately be considered to be lead generation by Apple? That's like saying that highschools are do

If Apple forbids non-Apple Store app stores, how can this legitimately be considered to be lead generation by Apple? That's like saying that highschools are doing lead generation for universities. Sure, kids going to university do indeed come from highschool but on the other hand it's not like there was much of a choice or effort by the school involved. Can't say Apple is doing any effort really.