Honestly Apple seems like one of the more principled companies to me. They're highly opinionated with their products, and definitely not for everyone (including me), but they do genuinely seem to care a lot more about the actual users than Google does. I have a feeling it's because Google is really an advertising company, and Apple needs the users to be happy in the ecosystem.
Idk that I'd call them more principled so much as differently principled. Like yeah, they do make good products and are banking on a good reputation with their customers. But they've also founded their business on exclusivity, planned obsolescence, and child labor