Apple are experts are experts at creating these patterns that fall just at the edge of being classified as anti-consumer, to the point where you frequently find heated discussions about whether they are.
Battery throtteling on the iPhone 6s; The sandboxing / sideloading discussion; The no-iCloud experience; The way that regular bluetooth headsets work fine, but AirPods work even better; How unauthorized Apps on MacOS must be opened with a right-click.
Safari suggestions are also a great example: So far, I like them in iOS 17, since they can also provide direct links to useful sites such as Wikipedia. But don't doubt for a second, that taking traffic away from Google was the primary goal here.
Microsoft isn't so smart. Most users, including non-technical, can see through their attempts.
Battery throtteling on the iPhone 6s; The sandboxing / sideloading discussion; The no-iCloud experience; The way that regular bluetooth headsets work fine, but AirPods work even better; How unauthorized Apps on MacOS must be opened with a right-click.
Safari suggestions are also a great example: So far, I like them in iOS 17, since they can also provide direct links to useful sites such as Wikipedia. But don't doubt for a second, that taking traffic away from Google was the primary goal here.
Microsoft isn't so smart. Most users, including non-technical, can see through their attempts.