Earlier quoted context omitted.
Apple has been very clear that they would prefer to sell open formats, they managed to convince the music labels but not the video industry. So is your position that they should have refused to sell movies with those restrictions? If so, how do you reconcile that with you choosing to buy them?
Oy, it's an example, but I'll bite... Apple does not make their services available on anything other than Apple devices, nor do they allow other providers on their devices. Regardless of an open format for the content, I cannot choose to use another service without also completely changing platforms, and if I change platforms I cannot use Apple's service.
Secondly, you can absolutely use other services on Apple devices such as playing music bought from Amazon in the Amazon Music app, or using Pandora or Spotify. I use audible on my iPhone, and there's a perfectly usable kindle app. Apple Music works on Android, and you can transfer music bought in iTunes to any other device. Sure there are some limitations, there's no native iCloud client for Linux and it's support on Windows through iTunes is limited, but eh. There's a limit to what I think it's reasonable to expect them to do to make life more tolerable on other people's stuff.