It's a general trend with hired managers who optimize for their bonuses. Also many founder led companies when they got sold to the shareholders are also optmizing for that. Some founder led companies are optimizing for something else, not profits only, but that's rare and that's what Jobs had the leeway to do when he got back to the almost bankrupt company. Current minions will try to squeeze more profit from any screen the incentives are such that they'd do that.

Enshitification is possible where there is some kind of lock-in and the pain of leaving is greater than the level of annoyance of the product. Apple has one of the strongest lock-in ecosystems and it's rational for them to do so.

I'm not sure there is a better way, because max freedom = open source, but that equals mostly subpar experience for the average user. Let's hope for more platforms and data transfer from one to the other.