The incentive for those Adtech is to keep you hooked as long as possible so they can sell you more ads, and making you lose your only real currency in life: time.

The incentive for Apple or Microsoft is to make a good product that you will gladly pay for. This is very different.

A good restaurant makes an excellent product bit it doesn't mean that I will spend 5 hours there.

I use Google products. Between YouTube premium and uBlock origin, I don't really see any ads at all.