A couple of disclaimers to start with. First I've already been called an Apple apologist for the analysis I'm about to present here. That argument may makes it easier to dismiss what I have to say but it isn't the case and in fact I still get much of my search traffic to this site from my criticisms of Apple which I'm derided for on Apple fan sites. Second, I'm the owner of an iPhone and at one time I may have had ringtones on it that weren't Apple sanctioned, rather weren't RIAA-sanctioned but we'll get to that in a minute.
To be certain Apple is a publicly traded company. As such it has one real motive at the end of the day. Like all companies in a capitalist society it is in the business of making money for share holders. There are companies that pursue this goal in different ways but the profit motive is what keeps the board in place and Steve Jobs in the CEO chair. Read more about Apple's "evil" iPhone update