"Apple" takes and gives nothing. "Apple" is a collective figment of imagination of its shareholders, which people typically picture as dastardly moneybags living in mansions, but often forget to also picture, like, themselves, in retirement.
So we should let every company charge 10000% what they currently do, because some of the shareholders might be relying on extra dividends for retirement. Hmmm.
Indeed, we absolutely should "let" them. We should let them charge whatever they wish, we should let them sink or swim, and we should apply our laws to them fairly and equally, including antitrust legislation.