Apple's supposed to put Apple first. It's a for-profit company, not an NGO. Do you think Microsoft, or Google, or Facebook view things otherwise?

More interestingly, Apple puts Apple first by aggressively trying to pursue policies they believe will make their end customers happy. At least for the last decade, it seems to be working pretty damn well. You can hate or love their actions, but I'd argue at least they seem to have a pretty consistent strategy and real direction when compared to say, Microsoft. Nobody really gets exercised about MSFT much any more, because they don't really seem to have much of a consistent personality you can get excited over.