All fine and dandy. Kudos to Apple for the innovation! But then they decided to keep it strictly inside Apple.
That's not how communication works. Imagine if Bell kept the telephone to themselves... Oh wait... They tried... Got sued for it... Company broke up and the whole world got interoperable telephone system that is alive to this day.
Innovation is great, capitalizing on innovation is also great. But eventually it needs to reach everyone and the answer cannot be "then everyone should buy Apple".
Imagine if DARPA kept the Internet as "Americans only"