No, Apple is concerned about making money. They make money by making things and convincing end-users to buy them. One way to convince end-users is to make something useful and pretty and then market it in the most effective way possible.
They are very good at this, and I do not fault them for it, but I also do not confuse altruism with what is clearly a profit motive.
What, in anything I said, did you read as critical of Apple or of Apple's users? For the record, I have been a Mac user for the last five years, but do I really need to say that every time I describe Apple's profit motive?
Apache license gives freedom to developers, including freedom to take freedom away from end-users.