Apple can't do whatever they want. They are subject to consumers through market choices and through government legislation. When one company has a monopoly, e.g. when almost every kid at school has an iPhone, that company needs to be regulated so that the interests of the public are not completely sacrificed to protect one company's personal interests. Just because they made the iPhone doesn't mean they are entitled to dictate everything digital to every iPhone user. They still have to play ball with the rest of society and can't deploy anti-competitive practices, they still can't dictate what rights their users have, and consumers need protections from their decisions as well as the decisions of others. I think the idea that market forces should be the only thing that gets companies to stop doing wrong is missing the fact that choices are removed as things centralize, that no man is an island, and that companies who sell you a product that locks you into a service doesn't make them your Lord.

And regulating Apple is quite different from regulating someperson. If you made a Linux phone in your basement, nobody would tell you what kind of charger you should use. But companies that claim ownership of a substantial economy and can dictate the rights and culture and economic output for a large section of society do need to have more checks on their power than just, "Well if I'm so wrong, then why do I have so much money? Maybe you should make your own phone that won't work well with anyone else's and see if you can sell it."