If my windows device fails, I'm not going to Microsoft. I either fix the offending part of my desktop or laptop, or reinstall the OS or move to a different OS. If something is wrong with my android phone, I'm not going to Google since I don't own a Pixel and will go to the manufacturer of the phone. If it's a purely software issue, there are steps I can actually take to flash a different ROM though admittedly it's not an easy process.

Here Apple not only owns the device but also the software it's running as well as distribution of apps for this device except for CLI tools distributed by brew or other package managers. At least with a Mac I can install and run applications over the Internet. With an iPhone that's not at all possible (not sure about the status of side loading with the EU ruling and all)

Look up how many times a forced Windows update borked someone out of their computer.

Installing Windows without a key is not exactly straightforward, then there's that constant gentle reminder of how your copy of "Windows is not activated".

Microsoft COULD push an update that encrypts your hard drive, and forces you to pay $1000 for a key, if they wanted to.

It's unlikely, but the same as

> If Apple decides it won't work, you're at their mercy.