And it's not how they operated for the early part of the 2000s when Apple went on a major open source / standards binge: adopting the standard Intel/PCI architecture, using Unix as the foundation of their OS, open sourcing their kernel, using open source WebKit, etc. etc. Hell, the first version of the iPod even did it right and was basically an external USB hard drive.
But there's been a major turn to the proprietary as the iPhone business has eaten Apple. They've locked that platform down in a big way, and they've failed to embrace the web and cloud in a functional way. There's less and less open standards embrace there, and more lock-in style in both hardware and software.
In a way Apple has always had two hearts -- a Wozniak (the open Apple II) vs Jobs (the closed Mac), long after those two have left the company.