I disagree with this take on Apple’s identify crisis. This point of view reminds me of those numerous articles back in the days where people were asking Apple to sell (or license) macOS to OEM in order to survive. Apple don’t have to make iMessage or FaceTime available to other platforms in order to strive. Quite the contrary in fact.
About his ad now: sure our business life is much nuanced because we do you those non-Apple services like Zoom or Teams (I do). But isn’t an ad about portraying more a desired reality than a certain reality?