It says a lot about their attitude, but I wouldn't say Apple's strategy is 100% predicated on switching costs. Not even close. They entered the phone market as

It says a lot about their attitude, but I wouldn't say Apple's strategy is 100% predicated on switching costs. Not even close. They entered the phone market as an underdog, for one thing. As for attitude though, it does perfectly capture what they consider "superior", i.e. stuff Apple does (platform-mediated payments), not necessarily stuff that benefits users (portability).