And Apple is not even an isolated case.
Google will close gmail accounts, take away adsense revenues, or remove youtube videos on a whim.
Visa blocked users from giving their money to political causes they decided didn't aligned with their view of the world.
For years Microsoft made it super hard to buy hardware without paying the Windows licence. They killed xbox remotely. They have invasive telemetry in Win 10.
Paypal may refuse to pay the money you have on their account at any moment. Your money, no appeal.
Twitter and facebook censorship rules are on a case by case basis. If your famous, you may be able to use hate speech. I you are an anonymous political activist, China may ask for your shut down.
Big companies exist to make money. If they get too much power, they will abuse it. Not because they are evil, but because it's the logical thing to do for them.
This is why I was advocating in another comment that we should not use WhatsApp new payment system:
https://news.ycombinator.com/item?id=23553455
Thinking about the power we give to big entities is a central mechanism to build the society we live on. That's why we should think about what we buy, the media we consumme, etc.
They are votes, just as much as during an election.