This is right on- Apple’s motive is to create the best consumer product that further enhances their brand, which further enhances the trust that consumers put into that brand. It’s the trust that allows them to sell a lot of even unproven products such as the Apple Watch.
Apple’s “ulterior” motive is making everyday use of its products more pleasant, resulting in more sales: the usual ecosystem play.
It’ll be interesting to watch what happens on Android. Will Google help developers with ad-blocking tools to improve the mobile experience and protect privacy?