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Their financial statements are pretty clear. Hardware is highly lucrative. Services, like the app store, are only recently consistently profitable. They definitely wouldn't intentionally make their devices less desirable to customers to increase service revenue.
Do you have any thoughts as to why they don't allow people to install things from outside of the app store? Or why they require all purchases through apps to go through their payment methods where they take a 30% cut? Because it is definitely making devices less desirable. I presume you still can't buy books from the Kindle iOS app, for example. I know you can't sub on twitch on iOS. To continue with the kindle examp…
The fact that you can't install random apps from anywhere on an iPhone doesn't make the device less desirable to anyone, statistically. Incidentally, if you have source, you can install an app on your phone without paying a dime to anyone.