People are choosing to sit in apple’s garden though. They like the seamlessness of their products even if they are being gouged paying for them. Apple enforces their walls with things like, for instance, not letting android phones communicate using their messaging app so kids using android phones are the odd man out in their groups and are pressured to switch to iphones.
Standards are great as long as development isn’t blocked at the same time. Backwards compatibility becomes an anchor that drags behind you after a while. Industries will generally agree on a standard (like shipping containers) when they realize that a lack of one is holding their industry back as a whole and they know that everyone will use it (no cheating!).