If Apple was so good that men voluntarily gave them 90% market share you’d call them a monopoly, though it was freely given. Now if they acted immorally, they ought to be reprimanded, but you demanding freedom by coercion is immoral.
They are acting immorally by restricting what users can do with devices they own. They are using their market power to coerce users into using their services.
The rules were made by representatives voluntarily elected by the people and are an expression of their free will.
